Examining the Attitude–Behavior Relationship in Prosocial Donation Domains

Positive attitudes have been identified across prosocial donation domains, but have not translated into a stable donor base. One explanation for this attitude‐behavior inconsistency is a failure to consider the affective and cognitive components of attitude. Studies were conducted to examine vested interest as a moderator of the attitude–behavior relationship in donation, while accounting for the multidimensional construction of attitude. Study 1 revealed a 3‐factor structure (stake, salience, self‐efficacy) for vested interest. Study 2 found no support for vested interest as a moderator of the attitude–behavior relationship, but revealed that self‐efficacy mediated the relationship between attitudes and behaviors for organ/tissue and blood donation. Results are discussed in terms of the usefulness of this research in crafting donation campaigns.