RELATIONS BETWEEN VALUES, ATTITUDES, AND BEHAVIORAL INTENTIONS - THE MODERATING ROLE OF ATTITUDE FUNCTION

A manipulation of attitude function was used to test the hypotheses th at attitude function moderates (a) the strength of relations between v alues and attitudes, (b) the pattern of relations between values and a ttitudes, and (c) the role of values in the prediction of behavioral i ntentions. 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 donati ng to cancer research, their perceived control over donating, their su bjective norms regarding donating, and their intentions to donate in t he future. Results indicated that subjects in the value-expressive att itude condition exhibited significant value-attitude relations, wherea s subjects in the utilitarian attitude condition did not. In addition, subjects in the value-expressive attitude condition exhibited a patte rn of value-attitude relations that was consistent with Schwartz's (19 92, in press) model of value associations, whereas subjects in the uti litarian attitude condition did not exhibit such a pattern. Finally, f or subjects in the value-expressive attitude condition, values predict ed intentions to donate even when attitudes, norms, and perceptions of control were entered into the equation, whereas subjects in the utili tarian attitude condition did not manifest any relation between values and intentions. The results reveal that the construct of attitude fun ction can be an important guide for predicting when values will be imp ortant predictors of attitudes and behavioral intentions. (C) 1995 Aca demic Press, Inc.