Browse > Article

Restaurant Selection Attributes According to Self-Regulatory Focus Theory  

Song, Min-Kyung (Department Culinary Science and Arts, Kyung Hee University)
Yoon, Hye-Hyun (Department Culinary Science and Arts, Kyung Hee University)
Publication Information
Korean journal of food and cookery science / v.25, no.6, 2009 , pp. 663-670 More about this Journal
Abstract
The domestic foodservice and restaurant industries have been rapidly growing. Therefore, it is necessary for restaurants to analyze the demands and desires of their customers according to internal attributions, and to understand how these may change in the future. To explore the internal attributions of individuals, such as personality, this study examined differences between the promotion and prevention focuses of 'Self-Regulatory Focus Theory'. Based on this theory, hypotheses were prepared and two experiments- & -were performed to assess the hypotheses. showed that consumers who had a promotion focus were interested in the following factors: events, advertisement images and taste; whereas those with a prevention focus concentrated more on factors related to comfortoriented qualities, such as reputation and price satisfaction. In , after performing situational regulatory focus manipulation with the subjects, there were different results between promotion and prevention: in the promotion focus, when a prevention focus was induced, subjects concentrated more on price satisfaction, reputation, highly nutritious menu, and sanitary conditions; whereas in the prevention focus, when a promotion focus was induced, they concentrated on advertisement images, events, and restaurant atmosphere.
Keywords
self regulatory focus theory; situational priming; foodservice industry; restaurant selection attributes;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Filliatrault P, Ritchie JR. 1988. The impact of situational factors on the evaluation of hospitality services. J Travel Research 26(4):29-37   DOI
2 Kivela J, Inbakaran R, Reece J. 2000. Consumer research in the restaurant environment : Part 3. analysis, findings and conclusions. Int' J Contemporary Hospitality Management 12(1):13-30   DOI   ScienceOn
3 Lee GO, Choi HJ. 2007. A Study on the Choice Properties of Restaurant Customer's Characteristics. Korean J Food Cookery Sci 13(4):1-18   과학기술학회마을
4 Lee JR. 2002. A Study on the Family Restaurant Choice Attributes: Used by Index and Type of MBTI Psychological Preference. Korean J Food Cookery Sci 8(3):21-37   과학기술학회마을
5 Shah J, Higgins ET. 1997. Emotional responses to goal attainment: Strength of regulatory focus as moderator. J Personality and Social Psychology 72(3):515-525   DOI   ScienceOn
6 Song DK. 2005. A Study on the distinguish strategies by important choice factor in F&B restaurants of super-deluxe Hotel. J Travel 22:167-184
7 Toi H, Toshio T. 1992. An Inside Look at Japanese Food service. The Cornell HRA Quarterly 33(6):73-87   DOI
8 Yeo JS. 2007. Moderating Role of Self Regulatory Focus in Effect of Comparison Type on Brand Attitude. The Korean Advertising 18(5):339-349
9 Khan MA. 1991. Concepts of foodservice operations and management. New York:Van Nostrand Reinhold pp 12-15
10 Hwang SE. 2003. A Study intelligence on the HIT factor of new product menu-New menu of Family Restaurant. Master's thesis. Kyeunggi University of Korea. p 3
11 June LP, Smith SLJ. 1987. Service Attribute and Situational Effects on Customer Preferences for Restaurant Dining. J Travel Research 26(2):20-27   DOI
12 Kim HB, Huh C. 1997. An Empirical Study on the Impacts of Life Style on the Customers' Choice Behavior of Restaurants. J Korean Marketing Research 12(1):27-47
13 Yeo JS. 2006. A study for the influence of regulatory focus on brand extension evaluation and its mediating process. J Consumption Culture 9(4):105-121
14 Crowe E, Higgins ET. 1997. Regulatory focus and strategic inclinations : Promotion and prevention in decision-making. Organizational Behavior and Human Decision Processes 69:117-132   DOI   ScienceOn
15 Yeo JS, Park J. 2006. Effect of parent-extension similarity and self-regulatory focus on evaluations of brand extensions. J Consumer Psychology 16(3):272-282   DOI   ScienceOn
16 Higgins ET. 1987. Self-discrepancy: A theory relating self and affect. Psychological Review 94:319-340   DOI   PUBMED   ScienceOn
17 Liberman N, Idson LC, Camacho CJ, Higgins ET. 1999. Promotion and Prevention Choices between Stability and Change. J Personality and Social Phycology 77:1135-1145   DOI   ScienceOn
18 Schroder JJ. 1985., Restaurant Critics Respond : We're doing our job. The Cornell HRA Quarterly 25(4):57-63   DOI
19 Son IR, Park HS. 1996. Measuring Service Quality of Family Restaurant. J Travel 4:53-87
20 김선아. 1997. 테마레스토랑을 이용하는 고객의 선택행동에 관한 실증적 연구. 세종대학교 대학원 박사학위논문 서울
21 Morgan MS. 1993. Benefit dimensions of midscale restaurants chains. The Cornell HRA Quarterly 34(2):40-45   DOI
22 Higgins ET. 1997. Beyond pleasure and pain. American Psychologist 52(12):1280-1300   DOI   ScienceOn
23 Yang Y, Kim ES. 2008. The effect of chronic/situational regulatory focus and task performance feedback on consumer affect. Korean Journal of Consumer and Advertising Psychology 9(3):407-433
24 오석윤, 이성희, 임선영. 2001. 서울시내 특1급 호텔레스토랑의 선택속성에 관한 연구, 한국관광지리학회지. 15:115-131
25 Lee JE, Son JK. 2008. The influence of Comprehension of organization, Role perception & Job performance. J Tourism Management 22(4):173-187
26 Cadotte ER, Turgeon N. 1988. Key factor in guest satisfaction. The Cornell HAR Quarterly 28(4):45-46   DOI
27 Jeon WB, Park IK. 2001. Research on the Selection Attribute of the hotel Restaurant Depending on the Life-Style Pattern. J Tourism Sci 16(1):187-200