Impact of scent and ethnicity on intention to donate blood.

• Main Author: Xie, Mingyin.
• Other Authors: Jung Younbo
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Social sciences::Communication::Audience research
• Online Access: http://hdl.handle.net/10356/39555
• Institution: Nanyang Technological University

An experiment involving the use of an olfactory stimulus and a visual stimulus was conduct to test their effect on influencing the intent of participants to donate blood. Congruence between the two in terms of ethnic distinctiveness was proposed as a possible mechanism through which an interaction effect may be produced. After conducting pretests to establish the stimulus that possessed ethnic distinctiveness, the experiment was executed with a total of 101 participants. Analysis of the data found main effects for scent and ethnicity of the print stimulus model, but no interaction effect. The main effect of scent, which had been the opposite of what was predicted, was later found to be driven by scent pleasantness instead of its ethnic associations.