Emotion and environment: a test of the behavioural perspective model in a Latin American context

Abstract

AbstractAn evaluation of the Behavioural Perspective Model of consumer choice based on predictions derived from Mehrabian and Russell's theory of emotional responses to environmental stimuli, is reported. The study required 254 Venezuelan consumers to rate descriptions of consumer situations based on the situational categories identified by the model in terms of pleasure, arousal and dominance, and also according to behavioural variables relating, for example, to preference for spending time in the situation and desire to affiliate. Discriminant analysis of the responses supports the model as a predictive device, and both corroborates and extends findings from a study of English consumers. Implications are drawn for consumer theory and research. Copyright © 2002 Henry Stewart Publications.