這篇研究主要是分析不同自我整飾個人特質的人在接受到不同訊息時，對於捐血的態度。為了鼓勵民眾捐血，我們著重在如何激勵人們來自願參加捐血行為，並且使用了行銷策略來針對不同個人特質來激發最深層的同理心。在兩個實驗中證實了我們的預測，我們使用利他和利己兩種廣告訊息是可以有效來增加民眾對於在公益團體中幫助他人的意向。如我們的預期一樣，高自我整飾的人在接收利他廣告訊息時相對於接受利己廣告訊息的人之於捐血行為有較高的意向。訊息形態，自我整飾和利他個人特質對於捐血行為的意向都有顯著主要效果。高利他個人特質的人有比較強的實際意願去捐血。而自我整飾和訊息形態對於實際捐血意願是沒有顯著差別，且三者之中的任意兩種因素之間對於實際捐血意願是沒有交互作用。作者試圖了解這個對於公益團體的問題，基於這兩種不同個人特質的分類，人們如何表現他們的意向來反映他們實際對於捐血的的態度，是我們在此篇文章中所要描述的。

The purpose of this research is to analysis how the people with different self-presentation personality react their blood donate intention under different message control. To encourage people to donate blood, we focus on how to inspire people join this activity by voluntary. To stir up the depth mind from different people, we can use the marketing strategy to against people’s personality.

Across two experiments, we test the prediction among altruism and egoism type of advertising message which can be more utilize to induce the intention of public interest group to help others. As expectation, high self-presentation people generate more higher intention to blood donate when they received altruism advertising appeal more than egoism advertising appeal.

Moreover, main effect toward to blood-donate intention had significant on self-presentation , appeal type and altruism personality. Additionally, people who are high altruism personality had more positive willingness to donate blood. But it had no significant for self-presentation or appeal type on willingness to donate blood. The interaction between any two of factors couldn’t have significant for willingness to blood donation. We are concerning about this public issue and attempting to address this question. Based on the two type personality of categorization, how people behave their intention to react their truly attitude on blood donate will be demonstrated in this article.

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