Edited By Do Kyun Kim and James W. Dearing
26. Vested Interest
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26. Vested Interest
CLAUDE H. MILLER,University of Oklahoma& BRADLEY J. ADAME,Arizona State University
One fundamental assumption of social science is that attitudes are linked to behaviors such that holding a particular attitude tends to engender a correspondingly relevant behavior (Allport, 1935; Glasman & Albarracan, 2006). Although the attitude-behavior association may not always be reliable, a significant body of research has identified a number of variables which, to varying degrees, moderate attitude-behavior consistency (Glasman & Albarracan, 2006; Johnson & Eagly, 1989). Focusing on the most hedonically relevant qualities of such moderators (Miller & Averbeck, 2013; and see Chapter 10 this volume). Crano and colleagues have developed Vested Interest Theory (VI), and demonstrated its reliability in predicting attitude-behavior consistency (Crano, 1983, 1997; Crano & Prislin, 1995; Lehman & Crano, 2002; Sivacek & Crano, 1982). Across a number of health, risk, and crisis-related contexts, VI can be useful for identifying and targeting those attitudes that are most consistently predictive of attitude-relevant behavior.
Because many attitudes are not reliably linked to relevant behaviors, accurate targeting is critical if time, money, and effort are to be spent on social influence attempts designed to modify or reinforce important behaviors. For example, although people may report having positive attitudes about the importance of voting, their actual voting behavior may be predicted better by their attitudes about the weather on election day. In this regard, attitudes that appear to be relevant in a...
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