is an important resource that enables the firm to "channel consumer realities in certain ways". Empirical studies have demonstrated that the servicescape affects both the customer's emotional and behavioural responses in service settings. The servicescapes model seeks to describe all the customer interactions that occur during a service encounter and to understand how environmental elements impact on the customer's service experience. The stimulus-response model The SOR model (stimulus→organism→response model) describes the way that organisms, including customers and employees, respond to environmental stimuli (e.g. lighting, music, interior-design). In essence, the model proposes that people's responses exhibit three broad types of responses to stimuli in the external environment - physiological, emotional (affective) and behavioural responses. A simple stimulus-organism-response model Stimulus (physical environment) → Organism (customers & employees) → Response (comfort, pleasure, etc) Environmental psychology Environmental psychologists investigate the impact of spatial environments on behaviour. Emotional responses to environmental stimuli fall into three dimensions; pleasure, arousal and dominance. The individual's emotional state is thought to mediate the behavioural response, namely approach or avoidance behaviour towards the environment. Architects and designers can use insights from environmental psychology to design environments that promote desired emotional or behavioural outcomes. Three emotional responses are suggested in the model. These responses should be understood as a continuum, rather than a discrete emotion, and customers can be visualised as falling anywhere along the continuum as shown in the diagram. Pleasure–displeasure refers to the emotional state reflecting the degree to which consumers and employees are satisfied with the service experience. Arousal–non-arousal refers to the emotional state that reflects the degree to which consumers and employees feel excited and stimulated. Dominance–submissiveness refers to the emotional state that reflects the degree to which consumers and employees feel in control and able to act freely within the service environment. The individual's emotional response mediate the individual's behavioural response of Approach→ Avoidance. Approach refers to the act of physically moving towards something while avoidance interferes with people's ability to interact. In a service environment, approach behaviours might be characterised by a desire to explore an unfamiliar environment, remain in the service environment, interact with the environment and with other persons in the environment and a willingness to perform tasks within that environment. Avoid behaviours are characterised by a desire to leave the establishment, ignore the service environment, and feelings disappointment with the service experience. Environments in which people feel they lack control are unattractive.