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

A direct measure of attitude function was used to examine the moderating role of attitude functions in value-attitude-behaviour relations. Subjects learned about a (fictious) dance to support the construction of an enclosed on-campus smoking area. We measured subjects' attitudes towards the dance, the functions of their attitudes and a behaviour relevant to their attitude toward the dance. Results revealed that subjects with value-expressive attitudes exhibited significant relations between value importance and their attitudes or behaviour, whereas subjects with utilitarian attitudes did not. These findings illustrate that the direct measure of attitude functions can be used to predict the strength of value-attitude-behaviour relations.