An experiement was conducted to test the hypothesis that interest inventory items would function as reinforcing stimuli in a visual discrimination task. When previously rated liked and disliked items from the Strong Vocational Interest Blank were differentially presented following one of two responses, subjects learned to respond to the stimulus that was followed by liked items. When indifferent items were presented following responses to one stimulus, the delivery of either liked or disliked items after responses to the other stimulus produced no systematic changes in discrimination performance. The results support the A-R-D interpretation that attitudinal stimuli (interest items) which elicit emotional responses will also serve as reinforcing stimuli when made contingent upon instrumental responses. A-R-D is a label chosn to designate the attitudinal, reinforcing, and discriminative functions of stimuli. (Author/MF)