Customers often understand the concept of approach intuitively when they comment that a particular place "looks inviting" or "gives off good vibes". The desired level of emotional arousal depends on the situation. For example, at a gym arousal might be more important than pleasure (No Pain; No gain). In a leisure setting, pleasure might be more important. If the environment pleases, then the customer will be induced to stay longer and explore all that the service has to offer. Too much arousal, however, can be counter-productive. For instance, a romantic couple might feel out of place in a busy, noisy and cluttered restaurant. Obviously, some level of arousal is necessary as a motivation to buy. The longer a customer stays in an environment, the greater the opportunities to cross-sell a range of service offerings. Mehrabian and Russell identified two types of environment based on the degree of information processing and stimulation: High load: Environments that are unfamiliar, novel, complex, unpredictable or crowded are high load. Such environments tend to make people feel alert and stimulated. Low load: Environments that are familiar, simple, unsurprising and well organised are low load. Such environments tend to make people feel relaxed, calm and even sleepy. Activities or tasks that are low load require a more stimulating environment for optimum performance. If the task to be performed is relatively simple, routine or boring then users benefit from a slightly more stimulating environment. On the other hand, tasks that are complex or difficult may benefit from a low load environment. The servicescapes model The servicescapes model is an applied stimulus-organism-response model (SOR model), which treats the physical environment as the stimulus and the response is the behavior of employees and customers within the physical environment. The servicescape performs four important roles - packaging - presents the outward appearance to the public; facilitator - guides the efficient flow of activities; socialiser - conveys expected roles to both employees and customers and differentiator - serves as a point of difference by signalling which segments of the market are served, positioning the organisation and conveying competitive difference. Physical environment as stimuli The elements of the physical environment itself make up the inputs (stimuli). Environmental inputs are sensory, spatial and symbolic. For convenience, these elements are normally considered as three broad categories including: Ambient conditions: Temperature, air quality, ambient noise, lighting, background music, odor, etc. Space/Function: Equipment such as cash