Decisions to donate bone marrow: The role of attitudes and subjective norms across cultures

Abstract This paper reports the results of a field investigation of the determinants of decisions to donate bone marrow. Predictions are made on the basis of a modification of the theory of reasoned action wherein attitudes are operational-ized in separate affective and evaluative components. Boundary conditions of the theory of reasoned action are further explored by examining the effects of culture (Hong Kong Chinese, N= 190; American Chinese, N = 107; black Americans, N = 124; and white Americans N = 122) on decisions to donate for each of four targets: Immediate Family Members (TFM), Close Relatives (CR), Ethnic Strangers (ES), and Total Strangers (TS). For this life or death decision, the willingness to give is hypothesized to vary as a function of the so-called fitness value of the recipients (i.e., their capacity to contribute to the donor's inclusive fitness), as modified by cultural differences between group- versus independent-based cultures. Among other results, the following gradient was found in attitudes, subjective norms, and intentions for Chinese: IFM > CR > ES > TS; for Americans the pattern was IFM = CR > ES = TS. American Chinese showed stronger attitudes and felt norms, but not intentions, to give to close relatives than did Hong Kong Chinese, reflecting differential in-group/out-group pressures. Black and White Americans showed stronger attitudes, subjective norms, and intentions to donate to strangers than did Chinese.

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