An Examination Of The Validity Of Two Models Of Attitude

A structural equation methodology is used to assess the reliability and validity of expectancy-value and semantic differential measures of attitude toward the act of donating blood. Hypotheses as to the internal consistency and the convergent, concurrent, discriminant, predictive, and nomological validities of responses are tested in the context of a quasi-experiment performed on 284 students, faculty, and staff. Semantic differential attitudes are found to exist as unidimensional responses while expectancy-value attitudes are found to occur as multidimensional reactions. However, although both operationalizations achieve convergent, concurrent, discriminant, and predictive validity, the nomological validity of attitude is brought into question. The extent of past behavior and the elapsed time since performance of that behavior appear to offer the greatest explanatory content for subsequent behavioral intentions. Finally, the role of personal and social normative beliefs as copredictors of intentions along with attitude and past behavior is also investigated. The findings are interpreted from attitude, learning, and attribution theory arguments.