Integrative value-based consumer behavior model in the restaurant industry: Aspects of regulatory focus theory and cognitive appraisal theory

Abstract

Scope and Method of Study: The topic of this study was service value in the restaurant industry. The study made an attempt to explain service value based on two relevant theories, regulatory focus theory and cognitive appraisal theory. The purpose of the study was 1) to investigate the differences between the multiplicative and the additive multi dimensional service value models, 2) to examine the differences between the Mehrabian-Russell and the cognitive appraisal paradigms for consumer emotions, and 3) to explore the effect of regulatory focus on service value. Data were collected from US consumers from across the country by using a web-based email survey. SPSS and Lisrel 8.80 were used for data analysis.

Findings and Conclusions: The findings of this study indicated that behavioral intention of the consumer in the restaurant industry can be predicted more clearly when two dimensions of service value (hedonic and utilitarian) are added in the decision making model. Further, this study provided empirical evidence that the two service value dimensions are significant cognitive appraisal elements from which positive emotions are elicited. Regarding regulatory focus, only promotion-focus affected sacrifice and service quality. This study implied that positive emotion is a critical antecedent to explain consumer behavior intention.