Professor Barbara Masser

ARCBS Chair of 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 16 years she has collaborated with a range of industry partners (e.g., Australian Red Cross Blood Service; 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 60 peer reviewed publications including many focused on prejudice, discrimination, and 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

  • Blood donor recruitment, retention and health
  • Perceptions and treatment of victims of sexual assault

Research Impacts

Barbara is the Australian Red Cross Blood Services Joint Chair in Donor Research. In this role she works closely with the Donor Behaviour and Donor Health & Wellbeing teams in Research & Development in the Blood Service. She also works closely with divisons within the Blood Service to conduct research to effect organisational change.


  • BA (Hons) Industrial Relations/Social Psychology, University of Kent
  • Master of Social and Applied Psychology, University of Kent
  • PhD (Social Psychology), University of Kent


View all Publications


View all Supervision



Book Chapter

  • 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 .Oxford, United Kingdom: Oxford University Press. doi:10.1093/oso/9780190499037.003.0017

  • 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

  • Doctor Philosophy — Principal Advisor

    Other advisors:

  • Doctor Philosophy — Principal Advisor

    Other advisors:

  • Doctor Philosophy — Associate Advisor

  • Doctor Philosophy — Associate Advisor

Completed Supervision