Carl A. Boger PhD cboger@uh.edu KiJoon Back PhD kback@uh.edu Juan Madera PhD jmmadera@uh.eduKang, Eunjoo2024-04-262024-04-262011-01-07https://hdl.handle.net/20.500.14394/30158The research objective is to identify and verify the relationships among environmental sensory components (i.e., sight, sound, smell, and touch), consumer emotions, and consumer behavioral intentions in a spa context by applying the Mehrabian-Russell’s Stimuli-Organism-Response model. The results showed the acceptable level of model fit (χ2/df =2.144, P<0.001, RSMEA = 0.06, CFI = .94, and NNFI = .93) for the proposed model. Sight and touch had significant impacts on pleasure of emotion, and sound had a direct impact on customer behavioral intention. Pleasure had a significant influence on customer behavioral intentions; however, arousal did not. This study results have important implications for the spa industry in understanding how to create and manage their sensory environmental resources to affect customer’s emotion and behavioral intentions.Consumer BehaviorExtended MR modelSensory environmentConsumer behaviorConsumer emotionSpa industryMulti-sensory effectevent