Editing Vested interest (communication theory) (section)

===Certainty===
Certainty refers to perceived [[likelihood]] of personal consequences as a result of an attitude or action.<ref name="Crano"/> Simply stated, if a certain course of action is taken, then the chances of a specific event occurring as a result of this action are evaluated by the perceiver to help shape his resultant attitudes and behaviors. Certainty can be easily applied to situations in which an individual knowingly takes a calculated risk. For instance, let's continue with our aforementioned example of people living near a prison. Although the chance of a prison escape is minimal, particularly in a maximum-security prison, it could occur and crimes against those living close by would increase. Those living further away from the prison might argue that a prison break is unlikely and that there is no real risk. Alternatively, those living close to the prison could make an equally valid argument about the dangers of living near the prison in the event of prisoners escaping. Still others might realize there to be a potential risk to their safety, but would not deem it risky enough to move elsewhere.

Certainty in attitude, relative to vested interest, remains difficult to define without an understanding of two particular concepts.  One is the acceptance of truth in the events or idea requiring approximation of occurrence.  Two requires that certainty is not dependent on external factors which can undermine its validity.<ref name="Bolyard">{{cite journal |last1=Bolyard |first1=C. |title=Truth and Certainty in Peter Auriol |journal=Vivarium |date=2015 |volume=53 |issue=1 |pages=45–48 |issn=0042-7543 |doi=10.1163/15685349-12341290}}</ref>  Certainty must be a concept which is pushed onto us much like truth is a certainty beyond our immediate control.<ref name="Bolyard" />

If the consequences of an attitude consistent act are uncertain, attitude-consistent action is not likely to occur, due to the fact that vested interest will be reduced. An example of this is a person who has a negative attitude towards living near a prison. If the person assumes that the link between living near a prison and being a victim of a violent crime is minimal, then health and safety promoting behaviors consistent with this negative attitude are not likely. However, if someone believes that living near the prison and being a victim of a violent crime is almost certain, that person would be unlikely to move close to the prison, assuming the person has a positive attitude toward safety or a negative attitude toward prisons and inmates.