I Love the Cozy Places: Prospect-Refuge Theory Explains Restaurant Spatial Preferences

Derek Theriault, John Molson School of Business, Concordia University
Gad Saad, John Molson School of Business, Concordia University
Why do consumers prefer certain restaurant layouts, table locations, or seat locations over others? We use Prospect-Refuge theory to show that, all else equal (e.g., food, d├ęcor), consumers prefer to maximize prospect (view of entrances) and refuge (adjacent walls), and this effect can be moderated by experiential valence (prior achievement/failure).
[ to cite ]:
Derek Theriault and Gad Saad (2015) ,"I Love the Cozy Places: Prospect-Refuge Theory Explains Restaurant Spatial Preferences", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 809-809.