The key success for a store is to have competitive advantages to satisfy their customers. One way to improve is by providing a pleasant and exciting shopping ambience. This study experimentally tested the effects of music (high or low) and aroma (present or absent) on shopper behavior and satisfaction as well as the interaction effect between music and aroma in term of pleasure and arousal in the store. The paper will contributes a better understanding of shoppers' emotions and shopper behaviors in response to in-store atmospherics and offers the Governor’s Resident practical insights into how to create competitive advantage by customizing the atmosphere in their stores.

To reach this study’s purpose, an experiment has been conduct in the Governor’s Resident Store and then examined by questionnaire outcomes. This study showed that high volume music and the presence of aroma impact shoppers’ pleasure and arousal levels, which in turn positively influence shopper’s revisit intention and overall satisfaction with the shopping experience.

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