Relations between values, attitudes, and behavioral intentions: The moderating role of attitude function

A manipulation of attitude function was used to test hypotheses that attitude function moderates (a) the strength of relations between values and attitudes, (b) the pattern of relations between values and attitudes, and (c) the role of values in the prediction of behavioral intentions. Attitude function was manipulated by making salient either utilitarian or value-expressive reasons for attitudes toward donating to cancer research. We then measured subjects′ attitudes toward donating to cancer research, their perceived control over donating, their subjective norms regarding donating, and their intentions to donate in the future. Results indicated that subjects in the value-expressive attitude condition exhibited significant value-attitude relations, whereas subjects in the utilitarian attitude condition did not. In addition, subjects in the value-expressive attitude condition exhibited a pattern of value-attitude relations that was consistent with Schwartz′s (1992, in press) model of value associations, whereas subjects in the utilitarian attitude condition did not exhibit such a pattern. Finally, for subjects in the value-expressive attitude condition, values predicted intentions to donate even when attitudes, norms, and perceptions of control were entered into the equation, whereas subjects in the utilitarian attitude condition did not manifest any relation between values and intentions. The results reveal that the construct of attitude function can be an important guide for predicting when values will be important predictors of attitudes and behavioral intentions.