Many researchers conducted their studies about the effect of store atmosphere on customer behaviour based on Mehrabian-Russell model. This model explains the effects of store atmosphere stimuli on customer behaviour (Mehrabian & Russell, 1974). Mehrabian and Russell (1974) also proved that there is a mediating variable in this model, which is termed as “emotional states”. By adopting Mehrabian-Russell model, past researches such as Baker, Grewal, and Parasuraman (1994); Baker, Parasuraman, Grewal, and Voss (2002); Bitner (1992); Kaltcheva and Weitz (2006) did further studies on the atmospheric stimuli with the relevant customers‟ responses. They explored in depth for different types of those stimuli and how those stimuli affect each type of customer behaviour.