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Chapter TwoHow can store atmosphere environment influence consumer individual shopping behavior?On the one hand, some consumption psychologists suggest in-store variable factor can influence consumer emotion to feel either pleasure or displeasure of intended shopping behaviors within the store, thus these consumption psychologists who believe retail store environment can influence consumption behavior. On the other hand, some employment psychologists also suggest work environment can influence employee individual emotion to work, work environment include hospitals, schools and prisons etc. public work environment. It seems consumers and employees whose emotion will be influenced by environment factor. It brings this question. Can store atmosphere environment predict consumers buying decision?These consumption psychologists feel the component of store image, physical in-store variable, such as aisle width, brightness and crowding, when clearly these physical variables are store environment's major factor which can influence consumption behavior will be changed. Some retailers have claimed large effects from manipulating store atmosphere via layout, lighting, color and music ( Wysocki 1979; Stevens 1980).Some consumption psychologists also show these avoidance behaviors can cause consumer individual shopping emotion. First, physical approach and avoidance, which can be related to store patronage intentions at a basic level. Exploratory approach and avoidance can be related to in-store search and exposure to a broad or narrow range of retail offerings. Second, Communication approach and avoidance can be related to interaction with sales personnel and floor staff. Third, performance and satisfaction approach and avoidance can be related to repeat shopping frequency as well as reinforcement of time and money expenditures in the store. In consumer psychological view point, pleasure or displeasure refers to the degree to which the consumer feels good, joyful, happy or satisfied in the situation. Then, another degree to which a consumer feels excited, stimulated, alert or active in the situation. Thus, if the consumer feels the shopping environment is comfortable, joyful, happy or satisfied. The shopping environment, it will have more chance to influence the consumer chooses shopping. Otherwise if, the consumer feels the shopping environment is excited, alert, stimulated or active. The shopping environment will have less chance to influence the consumer chooses shopping. It seems each consumer individual emotion will influence whose consumption behavior as well as store atmosphere environment has close relationship to influence each consumer individual emotion also. Thus, retailers need to concern how to design whose store environment, e.g. what kind of furniture color, style and size; how much area of the store. For example, the store area is either large or middle or small area to let many or small number of consumers to stay in the store at the same time. How to let consumers to enter or leave the store? For example, how to let consumers to feel to leave the store easily when the fire is happening in store, it can make the consumers feel more safe, so who will have more probable to stay in the store to consume. How to display whose products to let consumers feel to touch or see to find any products on the shelves more easily. Choosing what kind of music to let consumers to listen during who are staying to shopping in store, e.g. soft music or none any music ( quiet environment). These different store external feeling factors will influence each consumer individual emotion to feel more comfortable or uncomfortable feeling to decide to spend more long time or short time to stay in the store.

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