Consumers' emotional responses to service environments

Mehrabian and Russell's (1974) approach to environmental psychology describes emotional responses to environments by measures of pleasure, arousal, and dominance. Research on consumer environments has generated mired results, because ii has lacked a theory-based classification of consumer environments; thus, test situations have bern selected on an ad hoc basis. The paper employs the Behavioral Perspective A Model BPM as an appropriate theoretical classification. Consumers (N = 1.42) responding to right service environments based on the application of this model yielded data for emotional reactions and approach/avoidance in 1,136 consumer situations. The results support the adoption qi this Theorerical framework for the contextual analysis of consumer behavior and substantiate the pl predictive validity of the BPM. 1 (C) 1999 Elsevier Science Inc. All rights Reserved.