Abstract
This research proposal extends the Mehrabian-Russell stimulus-organism-response framework to examine how two different hedonic shopping motivations—adventure and gratification—influence a customer’s perceptions of the retail environment. Specifically, the paper examines perceived design of the retail environment. The paper also examines how perceived design of the retail environment influences pleasure and arousal. Since there is not an accepted measure for perceived design, the paper offers a comprehensive list of potential items to measure perceived design.