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Supermarkets make effective use of environmental architecture in subtle ways in order to persuade shoppers to buy its products. In this case, architecture is used to control purchasing behavior. Examples of environmental factors that contribute to influencing consumer behavior in the retailing context include store layout, interior design, focused in-store lighting, color effects using bright and warm colors, and background music. A study by Richardson et al. (1996) showed that the store atmosphere does affect consumers in the case of perceptions of store brand quality. The background music also helps to create the right ambient conditions to influence consumer behavior in service environments (Oakes, 2000).