Sweeney and Wyber (2002) considered that customers’ emotional and perceptional reactions must be considered at the same time if exploring the impact of store atmosphere stimulus on customers. The findings showed that emotional condition and perceptional process could interfere with the impact of musical stimulus on approach-avoidance behaviors at the same time. The charac-teristics of the model were to add the impact of cognitive process onto traditional S-O-R model, taking commodity and service quality as the measurement of cognitive process.