For time, different studies have informed us about how the different variables of the ambience influence the such commercial places like the music, the agglomeration, the ambience, the smell and the color the conduct of the consumer. With regard to the effects of the music, it has been proved that with the slow music the rhythm of the flow of the buyers inside the establishment is significantly slower. This means that his permanence in the establishment gets longer, for which also there increase the possibilities that he buys more. On the contrary, a rapid music does that the client realizes his buys with major speed. This information can make us believe that the ideal music rhythm is the slow one but not always it is like that, since the weekends the people are present in major number at the shopping centers and shops, for it the music has to be rapid so that major rotation exists inside the same ones.

For what it refers to the effects of the agglomeration, it has been demonstrated that the agglomeration sensation changes the behavior before the buy. For example, the time dedicated to the buy diminishes, less products are acquired and the use of the information is modified inside the shop. Nevertheless, this phenomenon produces that in epochs of reductions, where these are more impulsive, the client chooses more quickly the product.

On the other hand, the smell is one of the least studied components and, nevertheless, it is one of those that major influence exercises in commerce like feeding, restaurants or shops of cosmetics. There exist some works that they affirm that the smell influences the evaluation of the consumer of the establishment as well as his behavior. For example, it has been proved that the evaluations referred to the commerce and to the ambience of the same sound more prints when the smell is agreeable that when it is not.

Specifically, the establishment was perceived more attractive, modern, etc. Also, the consumers were thinking that the products were more modern, were better selected and had more quality. Also, they were showing major intention of visiting the establishment in the condition of agreeable smell than without smell. But, it is necessary to bear in mind that although the agreeable smell is important at the time of inciting to the action, it it is more the congruity of the smell with the product that we are offering.

At office level, there exists a Japanese report in which it is indicated that the lemon aroma reduces in 50 for 100 the errors level.

With regard to the effects of the color, the investigations have demonstrated that the color affects to the reactions of the human organism provoking physiological answers, creating the certain emotional states or attracting the attention. This way, for example, the warm colors produce a major physical attraction towards the establishments while the cold colors do it towards the interior of the shop. For this reason, the cold colors would turn out to be adapted for situations where the consumers had to take important decisions since in this type of situations the warm colors would generate more tension, going so far as to do the most unpleasant decision making, up to the point of making to postpone the decision of buy to the consumer.

Since it refers to the ambience, this is a concept that is used to refer to the global impression that the consumer has of the establishment. The ambience would influence in an indirect way in the consumption answers by means of the emotional state that it produces, which ride to increase or to diminish the buy activity. If it generates the positive emotional states, the consumer will tend to remain more time and, therefore, there will be more possibilities that he buys more products.

The effects of the ambience not only influence the emotional state, also they do it in the capacity of self-control of the consumers. This way those who are provided with less self-control capacity will be more vulnerable to the effects of the context and, therefore, more inclined than that the expense of resources (time and money) is bigger. But the influence of the ambience does not remain here but also fond of the perception of the quality of the product, which interacts with the type of product. On the other hand, the ambience helps to create the global image or attitude towards the establishment as well as to the election of the establishment.

Summing up, we can say that the environmental variables influence aspects like the permanence time, the image that we have of the establishment, the perception of quality, the buy satisfaction... but also it is necessary to bear in mind that, apart from these environmental factors, also they influence decisively the emotional states as well as the proper personality of every consumer. Before these last two factors we can make little study except in depth the environmental variables to try to minimize his effects or to implant adaptation mechanisms to them.