 This model would explain why, for example, a used bookstore owner who is completely convinced of the intellectual value of his or her product cannot manage to sell any of it.Upon looking at the bookstore, an environmental psychologist might find that, while the books are superb treasures, the store's mood is inhibitive of consumer spending.The aisles are cramped, the furnishings are old and suggestive of basement storage, and there are not signs breaking up the stock of books into categories, making it hard for a consumer to go from genre to genre.