Influence of Reinforcement Contingencies and Cognitive Styles on Affective Responses: An Examination of Rolls' Theory of Emotion in the Context of Consumer Choice

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.     

Involvement in Sport and Intention to Consume Alcohol: An Exploratory Study of UK Adolescents1

We tested the hypothesis that school “athletes” and “non‐athletes” differ in intentions to consume alcohol and get drunk, attitudes toward alcohol, and perceptions of subjective norms. We also investigated, using the theory of reasoned action, whether athletic involvement is a factor in predicting alcohol‐related intentions. Data were obtained from students in a stratified sample of schools in a major Welsh city. Male athletes were significantly more likely than male non‐athletes to intend to get drunk and to believe friends would approve of their alcohol consumption. For males, sporting involvement was a significant predictor of likelihood of getting drunk. In contrast, female athletes showed significantly more negative attitudes than did female non‐athletes toward drinking alcohol. Differences in intentions were nonsignificant.