Provided is a reaction force control device for reducing discomfort experienced by the driver operating the accelerator pedal when continuous curves are being traveled, and setting the characteristics of the reaction force on the accelerator pedal in accordance with the curves. In the case that the target reaction force, which has been set prior to entering a subsequently traveled second curve, is greater than the current reaction force acting on the acceleration pedal and being generated during the turn through the first curve, a reaction force controller controls the operation so as to reduce the target reaction force imparted on the second curve until the vehicle leaves the first curve.