Components of Vested Interest and Attitude-Behavior Consistency

Abstract

The hedonic relevance of an attitude object (or vested interest) is hypothesized as a major element fostering attitude-behavior consistency. Hypothetically, various factors may attenuate effects of vested interest on attitude-behavior consistency, including attitudinal salience, the certainty of the attitude outcome link, the immediacy of attitude-implicated consequences, and the self-efficacy of the individual to perform an attitudinally implicated act. Effects of these factors were investigated in a large scale (N > 900 participants) simulation experiment. Results disclosed the overwhelming importance of stake, as hypothesized. In addition, the other factors had a powerful effect on attitude and subsequent attitude-behavior consistency. Implications of vested interest for developing a better understanding of the manner in which attitudes "behave," and affect behavior, were discussed.