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Predicting and Explaining Responses to Consumer Environments: An Empirical Test and Theoretical Extension of the Behavioural Perspective Model

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  • Gordon R. Foxall
  • GORDON E. GREENLEY

Abstract

The Behavioural Perspective Model (BPM) classifies consumer behaviours based on their utilitarion and informational consequences; it further categorises them by the scope of the settings in which they occur. An empirical study (N = 561) shows these outcomes to predict consumers’ verbal reports of their affective shows that Mehrabian and Russell's [1974] measures of pleasure, arousal and dominance are predicted by the structural features of consumer situations proposed by the BPM: the pattern of reinforcement and behaviour setting scope. Reported pleasure is higher for consumer behaviours defined in terms of relatively high utilitarian reinforcement; reported arousal is higher for consumer behaviours defined in terms of relatively high informational reinforcement; and reported dominance is higher for consumer behaviours enacted in relatively open settings. In light of its neo-Skinnerian derivation, the BPM interpretation currently emphasises a radical behaviourist philosophy of science. However, an alternative interpretation in terms of Staats's [1996] psychological behaviourism is proposed and the capacity of this alternative framework of conceptualisation and analysis to offer theoretical extension to the BPM research programme is explored.

Suggested Citation

  • Gordon R. Foxall & GORDON E. GREENLEY, 2000. "Predicting and Explaining Responses to Consumer Environments: An Empirical Test and Theoretical Extension of the Behavioural Perspective Model," The Service Industries Journal, Taylor & Francis Journals, vol. 20(2), pages 39-63, April.
    • Handle: RePEc:taf:servic:v:20:y:2000:i:2:p:39-63
    DOI: 10.1080/02642060000000019
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    Cited by:

    1. Anninou, Ioanna & Foxall, Gordon R., 2019. "The reinforcing and aversive consequences of customer experience. The role of consumer confusion," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 139-151.
    2. Diogo Conque Seco Ferreira & Jorge Mendes Oliveira-Castro, 2010. "Effects of background music on consumer behaviour: behavioural account of the consumer setting," The Service Industries Journal, Taylor & Francis Journals, vol. 31(15), pages 2571-2585, September.
    3. Yoon, Sungjoon & Park, Ji Eun, 2018. "Tests of in-store experience and socially embedded measures as predictors of retail store loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 111-119.
    4. Chul Choi, 2024. "The Microstructure of Mis-Selling: Financial Investment Markets and Regulation in Korea," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 13, January.
    5. Foxall, Gordon R. & Schrezenmaier, Teresa C., 2003. "The behavioral economics of consumer brand choice: Establishing a methodology," Journal of Economic Psychology, Elsevier, vol. 24(5), pages 675-695, October.
    6. Rafael Barreiros Porto & Jorge Mendes de Oliveira-Castro & Diogo Conque Seco-Ferreira, 2010. "What consumers say and do: planned and actual amounts bought in relation to brand benefits," The Service Industries Journal, Taylor & Francis Journals, vol. 31(15), pages 2559-2570, September.

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