This work is aimed at further developing the study of blood nondonor behaviour through a joint analysis of sociodemographic characteristics, psychological and physical barriers, impure altruism and anticipated emotions, as predictors of intention to donate. To that end, a step-by-step hierarchical regression analysis was applied on a sample of 2383 Spanish nondonors. The study’s results confirm the influence of traditional variables (sociodemographic characteristics, psychological and physical barriers and impure altruism), as well as the power of anticipated emotions, both positive and negative, of donation action and inaction as variables explaining the intention to donate. Another important contribution has been to develop the moderating role of psychological and physical barriers, in addition to impure altruism, on cause–effect relationships between anticipated emotions and intention to donate. A number of practical implications can be derived from this study for transfusion centres responsible for donation promotion.
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