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This study extends the Donovan and Rossiter (1982) study which introduced the Mehrabian-Russell (M-R) environmental psychology model into the store atmosphere literature. Donovan and Rossiter's study was exploratory in that student subjects were used and intentions rather than shopping behavior were measured. The present study uses a broader sample of shoppers, measures emotions during the shopping experience rather than before or after, and records the effects on actual shopping behavior. The 1982 study found that experienced pleasantness of the in-store environment was a significant predictor of willingness to spend time in the store and intentions to spend more money than originally planned. This finding was extended behaviorally in the new study: pleasure, as rated five minutes into the shopping duration was a significant predictor of extra time spent in the store and actual incremental …