This study is dividing consumer emotion within a store into emotional pleasure and cognitive pleasure, and is suggesting the possibility of integration between the emotional-behavioral model and the cognitive-emotional-behavioral model through this. As for the existing researches on consumer emotion within a store so far, the researches were proposed as saying that consumers experience diverse emotions through this stimulation when visiting a store where diverse stimulations exist, and that this emotion has influence upon behavior. In other words,there has been discussion about relationship between emotion and consumer behavior based on S-O-R theory. However, the existing researches are insufficient in mentioning on the division of stimulation, the division of emotion caused by this stimulation, and the mechanism of forming diverse consumer behaviors, and accordingly have suggested simply on relationship among stimulation, emotion, and behavior. However, as for the stimulation within a store, there is evaluative stimulation of causing evaluation. On the other hand, it is available for division from non-evaluation stimulation, which fails to cause evaluation. Even emotion can be divided into the emotion of experiencing by non-evaluative stimulation and the emotion of experiencing by evaluation of evaluative stimulation. While the non-evaluative stimulation(music) follows the process in stimulation-emotion-behavior, the evaluative stimulation comes to follow the process of stimulation-stimulative evaluation(cognition)-emotion-behavior. In other words,when one customer visits a store, these two processes are all available for manifestation and can have influence upon mutual process. This is showing possibility of integration between the emotional-behavioral model and the cognitive-emotional-behavioral model. This study aims to divide the emotion in stimulation-emotion-behavior into the emotional pleasure, and the emotion in stimulation-cognition-emotion-behavior into the cognitive pleasure, and to examine a cause for occurrence in these emotions, and the mechanism of forming behavior(purchasing intention,staying intention), which is caused by these emotions. Through this, the aim is to verify that these two models don't exist individually, but both can be manifested and integrated within a store. The specific objectives of this study are as follows. First, the aim is to examine whether both the emotional-behavioral model and the cognitive-emotional-behavioral model can be revealed when a consumer enters the store that was offered stimulation, and to suggest the possibility of integration in these things. Second, the aim is to suggest by dividing emotion into the emotional pleasure and the cognitive pleasure, for this. Namely, the aim is to divide emotion according to the emotion originating from where, not to make emotion dimensional as its characteristic. To grasp this, the aim is to carry out depth interview targeting consumers, and to propose another sight on dimension in emotion. Third, the aim is to examine which influence the emotional pleasure through stimulation has upon evaluation on product, which is another stimulation of existing in its stimulation. Through this, the aim is to suggest that cognition can have influence upon emotion, but even emotion can have influence upon cognition. Fourth,the aim is to specifically examine the process of causing consumer behavior(staying, purchasing). Namely, the aim is to examine through which process each of the staying behavior and the purchasing behavior is caused. This offers an opportunity available grasping consumer's behavior more specifically, and can suggest a strategic plan for a change in consumer's specific behavior. As a result of research, it was indicated that the consumer emotion within a store is divided into cognitive pleasure and emotional pleasure, that the cognition pleasure is experienced through evaluation of stimulation(product) within store, and that the emotional pleasure is experienced through environmentally sensational stimulation(music). However, the environmentally sensational stimulation was indicated to have no influence upon evaluation of product, thereby having been shown that the product evaluation fails to be improved only by the environmentally sensational stimulation. Ultimately, to improve evaluation of product, the necessity was indicated for causing emotional pleasure through the environmentally sensational stimulation of considering the customer brackets. The staying intention was shown to be influenced more by the emotional pleasure than by the cognitive pleasure. The purchasing intention was indicated to be influenced more by the cognitive pleasure than by the emotional pleasure. This implies that the purchasing intention is the highly-involved behavior more than the staying intention, thereby being influenced more by cognitive pleasure of being experienced through evaluation of product than the emotional pleasure, which is formed by environmentally sensational stimulation. These results are showing the dynamic relationship between consumer's cognition and emotion,and shows that the emotional-behavioral model and the cognitive-emotional-behavioral model can be connected under the mutually organic relationship, not each independent relation. This study is arranging an opportunity available for discussing more specifically about new perspective on consumer emotion within store and about the mechanism on causing consumer's positive behavior, through possibility of integration in contentious model, which has been discussed in consumer behavior.