Abstract A model is proposed, which incorporates a cognitive process, imagery elaboration, within the basic Mehrabian-Russell (1974) environmental psychology framework. This model of the effects of store environment on the behavior of patrons also includes the motivations of shoppers as a covariate. The model is calibrated and tested using survey data collected from a large sample of shoppers, in two different international locations, as they leave after a shopping experience at a large, furniture store outlet. Evidence is found to support a sequence of effects acting on the shopper: from store environmental stimuli to emotional state, from emotion to imagery elaboration, and from elaboration to approach behavior. Furthermore, shopping motives are found to influence the link between imagery elaboration and in-store approach behavior. The overall sequence of effects is found to be similar in Hong Kong and American shoppers.