The purpose of this study was to identify the effect of background music in a retail setting on Generation Y students’ shopping behaviors by using the Mehrabian-Russell environmental psychology model. the study examined the impact of genre, volume, and song familiarity on purchase intention, as well as whether these musical factors would produce a change in mood. the influence of involvement with shopping on in-store music was also examined. a total of 251 students completed pre- and post-shopping surveys at the University of North Texas’ Follett Bookstore. Participants were all between 18 and 35 years of age (Generation Y). the surveys aimed to capture the participants’ entry and exit mood as well as information such as level of shopping involvement and intentions, musical awareness, overall shopping experience, and basic demographics. a positive mood change was found between entry and exit among those who were somewhat familiar and not at all familiar with the music, and entry mood affected overall shopping experience. There was a positive correlation between exit mood and the overall experience, and a negative correlation between exit mood and the amount of money spent.

The growth of fast fashion retailers, availability of knockoff fashion apparel, and proposed apparel copyright law prompted this study. Fast fashion retailers are expanding rapidly and producing knockoffs fashion apparel in a matter of weeks, but current U.S. copyright laws do not protect apparel. The primary purpose of this study was to identify prominent visual fashion apparel attributes that could determine perceived copyright infringement. A secondary purpose was to examine the effects of fashion apparel attributes on perceived copyright infringement, perceived risk, and purchase intention. A sequential exploratory mixed method approach was used to explore the relationship between: Attributes, perceived copyright infringement, perceived risk, and purchase intention. This study consisted of a: Study one, study two, and study three. Twelve hypotheses were proposed, and five were supported. Quality significantly affected both perceived copyright infringement and purchase intention. Performance, social, and asset significantly affected purchase intention of knockoff fashion apparel.

Using Mehrabian and Russell’s (1974) stimulus (S) - organism (O) - response (R) model, this study developed online shopping experience framework that explains consumer behavioral responses toward online and offline stores. The results of the examined hypothesized relationships in this study reveal website attributes that create positive affective and attitudinal states and behavioral responses toward the retailers and retailers’ websites. Among website attributes, interface design is the strongest predictor of all behavioral responses, while website attributes relating to shopping services and security/privacy affect long term behavioral responses, such as purchase intention and brand loyalty. This study is imperative to practitioners and researchers, as they will help further develop online store environments and online shopping experience.