This study examines the emotional value and store satisfaction that results from exhibiting artwork in retail environment. The research topic is focused on how combining opportunities to enjoy visual art with the sale of products or services can trigger positive emotions in customers and ultimately raise the level of store satisfaction. This study also investigates the moderating effect of a customer’s level of art enjoyment by assuming that the influence of an in-store art experience on a customer’s emotions will vary depending on the customer’s level of art enjoyment
