Finally, this research failed to directly assess the "fit" of the music to the persuasion context (see MacInnis and Park, 1991), but rather inferred fit on the basis of second-hand sources. Although the present study was largely exploratory in nature, a more direct indicant of fit would have been desirable. Similarly, the work of Mehrabian (1976) and Donovan and Rossiter (1982) has focused on the dimensions of subjective experience that mediate the impact of atmospheric variables on behavior (see also Owens, 1992). However, the reluctance of store management to employ intrusive measures prevented the assessment of subjective reactions, thus leaving their status as mediators untested. Of course, the pretesting of various musical selections would have allowed for the manipulation of music conditions along subjective dimensions (see, for example, Stratton and Zalanowski, 1984). However, the implicit assumption underlying such a pretesting procedure, that individuals have relatively homogeneous reactions to the musical selections regarding the dimensions of interest, is somewhat suspec