Abstract
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 mixed results, because it has lacked a theory-based classification of consumer environments; thus, test situations have been selected on an ad hoc basis. The paper employs the Behavioral Perspective Model (BPM) as an appropriate theoretical classification. Consumers ( N = 142) responding to eight 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 of this theoretical framework for the contextual analysis of consumer behavior and substantiate the predictive validity of the BPM.
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