Consumers who perceive a shopping experience to be more than a purchase opportunity view that experience as one to be savored and appreciated for all its nuances. This shopper is responding to the entertainment dimension of the aesthetic response. Entertainment value reflects an appreciation for the retail “spectacle.” For those who shop for the sake of entertainment, this type of experience operates as a “pick-me-up,” which in some instances, is consciously used to lift the spirit (Babin, Darden & Griffin, 1994, p. 647).