"There are contexts in which it is not the case that what happens in the whole is derived from what the individual pieces are and how they are put together, but rather the other way around, where – in the case at hand – what happens in a part of this whole is determined by the internal structural laws of this whole of its own."

(Wertheimer, 1924)

"In some cases, the place, or more precisely the atmosphere of the place, has a greater influence on the purchase decision than the product itself. In some cases, the atmosphere is the actual offer."

(Kotler, 1973)

In general, there are two ways to respond to the immediate environment: approach or avoidance.

(Mehrabian, 1976)