Pleasure and Arousal in the Marketplace: Interpersonal Differences in Approach-Avoidance Responses

A theory of individual response to environments is discussed. This theory is extended to apply to consumer responses in the marketplace. An empirical study that tests this theory is described. This study examines individual differences in patronage behaviors and attitudes based on emotional responses to an outdoor retail market. In this study, it was found that a consumer's emotional response to an environment is instrumental in resultant patronage behaviors and attitudes.