Professor Barbara Masser

ARCLB Chair in Donor Research

School of Psychology
Faculty of Health and Behavioural Sciences
+61 7 336 56373


Barbara’s research uses social psychological theory to solve real social problems. Over 19 years she has collaborated with a range of industry partners (e.g., Australian Red Cross Lifeblood; state police agencies) to design and evaluate theory-based solutions to problems as diverse as how to minimise bias in investigating allegations of sexual assault to how to maximise blood donor appointment attendance. She has over 100 peer reviewed publications including many focused on gender, prejudice, discrimination, and SoHO donor recruitment and retention that have been published in Annals of Behavioral Medicine, Psychology of Women Quarterly, Journal of Personality and Social Psychology, Law & Human Behavior, Transfusion, Transfusion Medicine Reviews and and other journals.

Research Interests

  • Donor recruitment, retention, and health
    We have a wide array of research taking places in donors of substances of human origin (SoHO - see if you are interested in why donors do what they do, how we can promote retention and how we can ensure our donors remain happy and healthy, then please get in contact so we can discuss your PhD options.
  • Perceptions and treatment of victims of sexual assault and intimate partner violence
    Sexual assault and intimate partner violence remain some of the most under-reported and under-prosecuted crimes. We have explored the role of schemas and stereotypes in influencing identification of these forms of violence and in decision-making about these crimes. If you are interested in stereotypes and schemas and are interested in how we can improve outcomes for victims and survivors of these crimes, then please get in touch so we can discuss PhD options.

Research Impacts

Barbara is the current Australian Red Cross Lifeblood Joint Chair in Donor Research. In this role she works closely with the Donor Research team in Research & Development at Lifeblood to design and execute research that results in change to business-as-usual practice.


  • Doctor of Philosophy, University of Kent
  • Masters (Coursework) of Science, University of Kent
  • Bachelor (Honours) of Arts, University of Kent


View all Publications


View all Grants


  • Doctor Philosophy

  • Doctor Philosophy

  • Doctor Philosophy

View all Supervision



Book Chapter

  • Chapman, Cassandra M., Louis, Winnifred R., Masser, Barbara M. and Thomas, Emma F. (2023). Neglected fundraisers in the charitable triad. The Fundraising Reader. (pp. 463-470) London: Routledge. doi: 10.4324/9781003145936-100

  • Chapman, Cassandra M., Masser, Barbara M. and Louis, Winnifred R. (2023). The champion effect in peer-to-peer fundraising. The Fundraising Reader. (pp. 263-266) London: Routledge. doi: 10.4324/9781003145936-56

  • Abrams, Dominic, Houston, Diane, Masser, Barbara and McKimmie, Blake (2018). A Social Identity Model for Education. The Oxford Handbook of Group and Organizational Learning. (pp. 1-40) edited by Argote, Linda and Levine, John M.. Oxford, United Kingdom: Oxford University Press. doi: 10.1093/oxfordhb/9780190263362.013.1

  • Ferguson, Eamonn and Masser, Barbara (2018). Emotions and prosociality: lessons for blood donation. Affective determinants of health behavior. (pp. 377-399) edited by David M. Williams, Ryan E. Rhodes and Mark T. Conner. Oxford, United Kingdom: Oxford University Press. doi: 10.1093/oso/9780190499037.003.0017

  • Abrams, Dominic, Houston, Diane M., Masser, Barbara M. and McKimmie, Blake M. (2017). A social identity model for education. The Oxford Handbook of Group and Organizational Learning. (pp. 565-586) edited by Linda Argote and John M. Levine. New York, NY, United States: Oxford University Press. doi: 10.1093/oxfordhb/9780190263362.013.1

  • McKimmie, B. M. and Masser, B. M. (2010). The effect of gender in the courtroom. Forensic psychology: Concepts, debates and practice. (pp. 95-122) edited by Joanna R. Adler and Jacqueline M. Gray. Abingdon, U.K.: Willan. doi: 10.4324/9780203833308

  • Moffat, K. B., Masser, B. M. and Terry, D. J. (2003). Diversity in practice: Circumnavigating the negative effects of diversity in a Royal Australian Naval context. Identity and Diversity in Organizations. (pp. 71-83) edited by F. Avallone, H.K. Sinangil and A. Caetano. Milan: Guerini Studio.

Journal Article

Conference Publication

Other Outputs

Grants (Administered at UQ)

PhD and MPhil Supervision

Current Supervision

  • Doctor Philosophy — Principal Advisor

    Other advisors:

  • Doctor Philosophy — Principal Advisor

  • Doctor Philosophy — Principal Advisor

    Other advisors:

  • Doctor Philosophy — Principal Advisor

Completed Supervision