Associate Professor Barbara Masser is based within the School of Psychology at the University of Queensland. She has worked collaboratively with the Donor and Community Research team at the Australian Red Cross Blood Service for over 10 years.  

Associate Professor Masser's research focuses broadly on the psychology of blood donor recruitment and retention. Her two current lines of research investigate the role of aversive factors and emotion in donor decision-making and deterrents to conversion to plasmapheresis. Associate Professor Masser has also investigated the positive effect of modified donor recruitment materials on non-donors' decisions to donate in one of her collaborations with Professor Chris France of Ohio University. 

Her research has been published in Annals of Behavioral Medicine, Transfusion, Transfusion Medicine Reviews and Transfusion & Apheresis Science.