“…In the last four decades, pleasure, arousal and to a lesser extent dominance have been used and are still used by numerous researchers in the field of environmental psychology (Bellizi, 1983;Bradley, 1992;Baker, 1992;Donovan, 1994;Dubé, 1995;Berleant, 1997;Floyd, 1997;Eastman, 1997;Kaplan et al, 1998;Wirtz, 2000;Mattila, 2001;Chebat, 2003;Stamps, 2003;Bigné, 2005;Laroche, 2005;Ryu, 2007;Arifin, 2007;Kuppens, 2008;van Hagen, 2009;Morisson, 2011;Hyun, 2011). Pleasure and arousal are also applied in other disciplines such as the neurological and neuropsychological sciences (Bradley, 1992;Bonnet, 1995;Costa, 2010;Walter, 2011), marketing research (Menon, 2002;Laroche, 2005;Wu, 2008;Lin,2010;Ha, 2010;Penz, 2011), computer systems (Palacios, 2011 and psychological research (Reisenzein, 1994;Bradley, 2008).…”