Refine the notion of “attitude” in organ donation research

This research project begins by examining and refining the notion of attitude as conceptualized and operationalized in studies of organ donation informed by the theory of planned behavior (TPB). Study 1 of this research identifies two major areas of improvement in the conceptualization of attitude from the reasoned action perspective: (a) attitude toward a specific behavior and (b) recognition of affective as well as cognitive dimensions of attitude. Accordingly, a belief-based, multidimensional attitude measure is developed and administered to two distinctive Chinese samples. Its reliability and validity across samples is established through multi-sample CFA. Study 2 continues the examination of attitude while introducing more antecedents of behavior based on the TPB to predict Chinese university students’ donor registration behavior. It reveals that, both cognitive (i.e., positive cognitive attitudes) and affective (i.e., negative affective attitudes) factors are significantly predict organ donation behavior. Subjective norms and distrust are significant predictors as well.