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Vested interest (communication theory)
Vested interest is a communication theory that seeks to explain how influences affect behavior. As defined by William Crano, ''vested interest'' refers to the amount that an attitude object is deemed hedonically relevant by the attitude holder (Crano, 1995). In Crano's theory of vested interest, he states that “an attitude object that has important perceived personal consequences for the individual will be perceived as highly vested. Highly vested attitudes will be functionally related to behavior” (Crano, 1995). Simply put, when people have more at stake with the result of an object (like a law or policy) that will greatly affect them, they will behave in a way that will directly support or defy the object for the sake of their own self-interest.
For example, a 30-year-old learns that the legal driving age in his state is being raised from 16 to 17. While he may not agree with this proposed change, he is not impacted as much as a 15-year-old would be and is unlikely to protest the change. A 15-year-old, however, has much to lose (waiting another year to get a driver license) and is more likely to vehemently oppose the new proposed law. To gather support for his position, a course of action the 15-year-old might take would be to tell other soon-to-be drivers about the new law, so that they collectively have a vested interest in perhaps changing the law. This example illustrates the point that highly vested attitudes concerning issues depend on situational point of view.
==Key Factors==
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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