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<p>Based on the tenets of Inducing Hypocrisy Paradigm, this study aimed at investigating individuals’ responses after experiencing hypocrisy induction. A 2 × 2 between subject experiment (<i>N</i> = 260) examined the effects of commitment to an advocated norm (advocacy vs. no advocacy) and mindfulness (transgression recall vs. no transgression recall). The results indicate that highlighting a norm and recalling past transgressions (hypocrisy state) increases a feeling of psychological discomfort and motivates individuals to reduce dissonance by adopting coping strategies such as the intention to donate blood. The inducing hypocrisy paradigm is an effective tool for health marketing communicators to promote blood donation. Implications for health marketing are discussed.</p>

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Blood donation: strongly approve but not give! Promoting blood giving with inducing hypocrisy paradigm

  • 期刊论文

  • 发表日期：

    2025年10月16日

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  • Wafa M’Sallem,
  • Sana Baccar

摘要

Based on the tenets of Inducing Hypocrisy Paradigm, this study aimed at investigating individuals’ responses after experiencing hypocrisy induction. A 2 × 2 between subject experiment (N = 260) examined the effects of commitment to an advocated norm (advocacy vs. no advocacy) and mindfulness (transgression recall vs. no transgression recall). The results indicate that highlighting a norm and recalling past transgressions (hypocrisy state) increases a feeling of psychological discomfort and motivates individuals to reduce dissonance by adopting coping strategies such as the intention to donate blood. The inducing hypocrisy paradigm is an effective tool for health marketing communicators to promote blood donation. Implications for health marketing are discussed.