services. At other times, the ambient conditions can be manipulated to encourage avoidance behaviour. For example, at the end of a busy night of trading, a bar manager might turn the air conditioning up, turn up the lights, turn off the background music and start stacking chairs on top of tables. These actions send a signal to patrons that it is closing time. Customers and employees The organism dimension refers to the two groups of people that make up the service encounter – customers and employees. Both groups inhabit the same physical environment, yet their perceptions of it may vary because each comes to the space for different reasons. For example, a waiter in a restaurant is likely to be pleased to see a crowded dining room because more customers means more tips. Customers, on the other hand, might be less pleased with a crowded space because the noise and queues have the potential to diminish the service experience. Internal response moderators and mediators A moderator is any variable with the potential to change the relationship between a dependent and independent variable. Moderating variables describe what effects will hold in certain conditions. A mediator is an intervening variable that helps to explain the relationship between two variables. In the servicescape model, a moderator is anything that increases the standard stimulus-response states of pleasure-displeasure, arousal-non-arousal or dominance-submissiveness while the response behaviour is mediated by internal responses including the cognitive, emotional and physiological responses. The consumer's response to an environment depends, at least in part, on situational factors such as the purpose or reason for being in the environment. For instance, a consumer who walks into a slightly chilly room, may shiver and feel a little uncomfortable. Faced with such a situation, the consumer may respond in various ways – some consumers will choose to add another layer of clothing, others will leave the environment as soon as practical, while yet others may simply endure the minor discomfort. If the consumer has a strong motivation for being in the environment, he or she is more likely to suffer the minor inconvenience of an uncomfortable ambient temperature. Thus, the consumer's motivation or reason for being in the servicescape mediates the ultimate behavioural response. Behavioural responses The model shows that there are different types of response - individual response (approach and avoid) and interaction responses (e.g.social interactions). In the context of servicescapes, approach has