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.
|Publication status||Published - 28 May 2017|
|Event||ICA 2017 - 67th Annual International Communication Association Conference: Interventions. Communication Research and Practice - San Diego, CA, United States|
Duration: 25 May 2017 → 29 May 2017
|Conference||ICA 2017 - 67th Annual International Communication Association Conference|
|City||San Diego, CA|
|Period||25/05/17 → 29/05/17|
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