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Influence of Reinforcement Contingencies and Cognitive Styles on Affective Responses: An Examination of Rolls' Theory of Emotion in the Context of Consumer Choice
Author(s) -
FOXALL GORDON R.,
YANIDESORIANO MIRELLA
Publication year - 2011
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.2011.00823.x
Subject(s) - psychology , cognition , emotionality , reinforcement , pleasure , cognitive psychology , arousal , context (archaeology) , social psychology , perspective (graphical) , paleontology , neuroscience , biology , artificial intelligence , computer science
This paper examines Rolls' (2005) propositions that emotional responses can be systematically related to environmental contingencies and that individual differences are related to emotional responses. In addition, consumer situations, defined functionally in terms of the reinforcement pattern they uniquely portray, as proposed by the behavioral perspective model (BPM) of consumer choice are predictably associated with patterns of self‐reported pleasure, arousal, and dominance (Mehrabian & Russell, 1974). Rolls' argument that individual differences influence conditionality and emotionality is examined via hypotheses from the theory of adaptive–innovative cognitive style (Kirton, 1976, 2003). The results confirm that affective response to consumer environments is consistently predicted by the modeled pattern of operant contingencies, but not the expected relationship between cognitive styles and affective responses.