Decisions to donate bone marrow: The role of attitudes and subjective norms across cultures

This paper reports the results of a field investigation of the determinants of decisions to donate bone marrow. Predictions are made on the basis of a modification of the theory of reasoned action wherein attitudes are operat ionalized in separate affective and evaluative components. Boundary conditi ons of the theory of reasoned action are further explored by examining the effects of culture (Hong Kong Chinese, N = 190; American Chinese, N = 107; black Americans, N = 124; and white Americans N = 122) on decisions to dona te for each of four targets: Immediate Family Members (IFM), Close Relative s (CR), Ethnic Strangers (ES), and Total Strangers (TS). For this life or d eath decision, the willingness to give is hypothesized to vary as a functio n of the so-called fitness value of the recipients (i.e., their capacity to contribute to the donor's inclusive fitness), as modified by cultural diff erences between group- versus independent-based cultures. Among other resul ts, the following gradient was found in attitudes, subjective norms, and in tentions for Chinese: IFM > CR > ES > TS; for Americans the pattern was IFM = CR > ES = TS. American Chinese showed stronger attitudes and felt norms, but not intentions, to give to close relatives than did Hong Kong Chinese, reflecting differential in-group/out-group pressures. Black and White Amer icans showed stronger attitudes, subjective norms, and intentions to donate to strangers than did Chinese.