VALUE ATTITUDE-BEHAVIOR RELATIONS - THE MODERATING ROLE OF ATTITUDE FUNCTIONS

A direct measure of attitude function was used to examine the moderati ng role of attitude functions in value-attitude-behaviour relations. S ubjects learned about a (fictious) dance to support the construction o f an enclosed on-campus smoking area. We measured subjects' attitudes towards the dance, the functions of their attitudes and a behaviour re levant to their attitude toward the dance. Results revealed that subje cts with value-expressive attitudes exhibited significant relations be tween value importance and their attitudes or behaviour, whereas subje cts with utilitarian attitudes did not. These findings illustrate that the direct measure of attitude functions can be used to predict the s trength of value-attitude-behaviour relations.