Literature reviewThe environmental psychologist focuses behavior on two dimensions which are: approach and avoidance (Turley and Milliman, 2000) . A famous study by Mehrabian and Russell (1974) also classified all behavior into approach and avoidance. The approach concerns all positive behaviors directed towards an environment. As the research focuses on the retail environment, this will include desire to interact with others in the store, enjoy the store environment, customer intentions, recommend the store to friends. Whereas avoidance behavior would be opposed to approach (Donovan & Rossiter, 1982). Zeithaml (1996) defines behavioral intentions as “the customer's willingness to provide positive word of mouth, to return to the restaurant in the future, to stay longer than expected, and to spend more than expected.” Focusing more on approach and avoidance behaviors can generate four different outcomes such as: (1) a desire to stay or leave; (2) a desire to explore and interact or a tendency to want to leave and not explore the store; (3) a desire to communicate with or ignore others; and (4) thoughts of happiness or unhappiness (Hoffman & Turley, 2002), (Chebat & Michon, 2003). It is human nature that whether a consumer accumulates a very positive or negative experience with a retail store. in approach or avoidance behavior in the future (Zavotka, 2007). Turley and Milliman (2000) also found that there is a significant relationship between atmosphere and purchasing behavior. The term atmosphere is defined as different environmental elements which can be deliberately controlled by the retailers and helps to improve the atmosphere of the retail store in such a way that it provides a positive experience middle of paper......the Complex stores decrease their pressure levels, their energy increases, and their positive feelings increase. Complex aesthetics related to design elements, including color and textures, and negative sentiments for simple retail environments. He used a pre-slaughter survey and a post-print survey and gathered data from four retail stores (DKNY, Banana Republic, Urban Outfitters, and Berlyne). . She applied descriptive statistics like frequencies and tables for data analysis (Zavotka, 2007). Backstroma & Johansson (2006) conclude their study by saying that retailers need to focus more on traditional values ​​such as the behavior of their staff, which is not the case. occasionally captured by the retailer. They therefore see that retailers' attention is increasingly focused on the technological side, the result is that they ignore the traditional aspects..