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Affective Determinants of Health Behavior$
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David M. Williams, Ryan E. Rhodes, and Mark T. Conner

Print publication date: 2018

Print ISBN-13: 9780190499037

Published to Oxford Scholarship Online: May 2018

DOI: 10.1093/oso/9780190499037.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 22 October 2021

Emotions and Prosociality

Emotions and Prosociality

Lessons for Blood Donation

(p.377) 17 Emotions and Prosociality
Affective Determinants of Health Behavior

Eamonn Ferguson

Barbara Masser

Oxford University Press

Without volunteer blood a large proportion of healthcare delivery would not be possible. Blood donation is an archetypal altruistic and prosocial act, but like all altruism may also be motivated by selfish reasons. Key among these are the prosocial and moral emotions (e.g., gratitude, shame, guilt, anger). This chapter shows how blood donation can be used to manage negative emotions (e.g., guilt) and enhance well-being (warm-glow, pride). It also shows how negative emotions such as anger promote prosociality. It draws implications for interventions and develops a model showing how emotions and memory are linked across the donor cycle to influence behavior.

Keywords:   altruism, empathy, moral, prosocial, emotion, intervention, blood donation

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