Attitudinal affect and behavioral intentions.

To further delineate the conceptual and operational properties of attitude structure, the relationship between affect and behavioral Intentions was tested by Campbell and Fiske's (1959) imiltitrait-multi■ethod matrix procedure. Involved were measures of affect, behavioral intentions, and a multiplicative function of measures of behavioral intentions and the affect toward the behaviors. The results showed that affect and beha\ ioral intentions are conceptually and operationallydistinct constructs, over 80% of the correlations between behavioral intentions — both directly and the multiplicative function — and affect accounting for under 30% of the common variance. ATTITUDINAL AFFECT AND DSHAVIORAL INTENTIONS 2 Keith M. Kilty University of Illinois For some time, one of the major views of attitude structure has been in terms of a three-dimensional model, conaisting of affect, cognition, and behavioral intentions (e.g., Allport, 1935; Katz fc Stotland, 1959; Krech, Crutchfield, & Ballachey, 1962; Triandis, 1964, 1967). A second major orientation has been in terms of only one dimension: affect (e.g., Thurstono, 1931; Rhine, 1958). In a recent series of papers, Fishbein (1963, 1965, 1966) has considerably extended tuis model. According to Fishbein (1963), the attitude toward any object may be found by measuring the probability that the object is associated with various other objects and by measuring Ihe evaluative aspects of the related objects. Stated in algebraic terms, his theory maintains that toward A » s B.a , where A is the attitude/object "o", B is the strength of o iml l 1 O 1 belief "i" about the object, a is the evaluative aspect of D , and N la the number of beliefs (p. 234), Althougii Fishbein (1965) has maintained that cognition should be treated as a construct independent of attitude, such a formulation This research was supported by the Advanced Research Projects Agency, ARPA Order No. 454, under Office of Naval Res arch Contract NR 177-472, Nonr 1834(36) (F. E. Fiedler and H. C. Triandis, Principal Investigators). The author is indebted to 0. R. Oncken for assistance with the computer analyses and to H. C. Triandis for advice and for comments on an earlier draft of this paper. Nov at Yale University.