Purpose: This study aims to investigate consumers’ intention to use onsite restaurant interactive self-service technology (ORISST) using a modified value attitude-behavior model. To extend the understanding of how consumers’ dining value focus could influence their intention to use ORISST,...

Purpose: This study aims to examine the effects of self-image congruities (i.e. the match between the image of a product or brand and a customer’s image of themselves) as an affective psychological process in the context of a restaurant setting. The study proposed that a customer’s...

Purpose: This study identifies an effective communication strategy for promoting restaurants’ green efforts to customers by using different types of green advertisement messages. This study aims to investigate the relative persuasiveness of attribute-based versus benefit-based appeal messages...

Purpose: The purpose of this study is to explore the dimensions of restaurant customers’ engagement or disengagement with healthy eating in terms of individual and environmental factors to develop a scale. The results identified the underlying constructs of customers’ individual motives for...

Purpose This study aims to investigate how restaurant customers’ heuristic judgment, originating from their perceived level of congruity between restaurant brand image regarding healthfulness and healthy menu products, can affect their information processing in terms of their perceived...

Purpose: The purpose of this study is to examine the effects of physical servicescape, social servicescape and age on gay consumers’ evaluations of a LGBT advertisement of a gay bar of a gay bar. Design/methodology/approach: A 2 × 2 × 2 experimental design was used to test the...