In this study, classical music had a positive effect on storeatmosphere evaluations, consistent with previous store atmospherestudies (e.g., Hui et al., 1997). Various types ofmusic may have a differential effect on store atmosphere inother types of stores. For example, country-western musicmight contribute positively to the perception of a Wal-Martstore. In the future, researchers should look at the influenceof other types of music in different retail formats, as well asthe impact of different atmospheric issues on store patronageintentions