Situational Mediation and Consumer Behavior: A Reply
In their comments concerning the variables by which consumer situations (their environments) might best be characterized, Russell and Mehrabian urged . . a consideration of [pleasure, arousal, and dominance] emotions as the lowest common denominator of response to environments . . . related both to any aspect of environments and to most aspects of behavior (Russell and Mehrabian, 1976), as a more parsimonious substitute for the consideration of objective characteristics of situations which was suggested by Belk (1975b). While such emotional mediators are indeed potentially useful in seeking to understand the influences of consumer situations, these mediators offer only partial accountings of situational effects, and also fail to obviate the need to characterize situations in more objective terms. This reply will discuss some of the problems inherent in a totally mediational approach to studying situational influence, and clarify the need for the sort of objective characteristics outlined in the original paper.
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- 10.1086/208665
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