Barnes & Noble aims to create an environment that attracts consumers and encourages them to stay longer in order to increase book sales. They focus on creating a friendly atmosphere using features like large sofas, background music, and bright lighting to make the experience feel like entertainment rather than a traditional shopping experience. This puts consumers in a good mood and relaxed state where they are more likely to buy more. Consumers' cognitive systems may interpret these affective responses by comparing the Barnes & Noble experience to other options for buying books, recalling past experiences at Barnes & Noble stores, and considering their level of involvement with the book category when deciding to make a purchase or visit the store. While affect is more effective for Barnes & Noble