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

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).



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 809-809.

Authors

Derek Theriault, John Molson School of Business, Concordia University
Gad Saad, John Molson School of Business, Concordia University



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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