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.