Attitude-behavior consistency, the principle of compatibility, and organ donation: A classic innovation.

OBJECTIVE The lack of consistency between peoples' attitudes toward organ donation and organ donation registration behavior has long perplexed scholars. Ajzen and Fishbein's principle of compatibility offers a potential explanation for the attitude-behavior discrepancy. This principle states that attitudes will better predict behavior if the specificity of a measured attitude matches the specificity of the behavior under consideration. METHOD Two studies, using different samples and different modes of data collection, measured general attitudes toward organ donation and specific attitudes toward registering as a donor, while simultaneously offering a registration opportunity. RESULTS Compared with general attitudes about organ donation, attitudes specific to organ donor registration were superior predictors of registration intentions and behaviors. Specific attitudes explained at least 70% more variance in registration behaviors than general attitudes. CONCLUSION The lack of attitude-behavior consistency in the organ donor domain can be partially explained by limited compliance with the principle of compatibility.