This study is based on the works of Mehrabian and Russell, Donovan and Rossiter and Eroglu, Machleit and Davis and considers the application of the Stimulus Organism Response model in an online setting. The primary aim of the study was to investigate the effects of various music treatments on consumer behaviour whilst browsing in an online store. The context is restricted to Women’s clothing and accessories. It was found that participants’ level of pleasure and arousal were significantly higher when Top 40 music was played than when Classical music was played. Similarly, satisfaction was enhanced and avoidance behaviour diminished under the Top 40 music condition.