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- W2955071850 abstract "Purpose The purpose of this paper is to evaluate how consumers simultaneously process multiple cues for different dining occasions when making a restaurant decision. Design/methodology/approach This paper investigates the influence of priming (review prototype), effort (distance) and involvement (occasion) on restaurant evaluations, willingness to drive and willingness to pay for a restaurant meal. A 2 (prototype: negative, positive) × 2 (distance: close, far) × 2 (occasion: casual, special) between-subjects factorial design was used. Findings The paper finds that each variable influences a different outcome, whereby people rely on a review prototype for restaurant evaluation and choice, a distance cue for willingness to drive and a dining occasion for willingness to pay. Practical implications This paper suggests that restaurant marketers can highlight exemplary service through online reviews, increase profitability by promoting special occasions and geographically expand their market by attracting people to drive for a special dinner. Originality/value This paper evaluates the simultaneous interactive effects of multiple cues in service settings. It demonstrates that situational cues moderate the effect of primary cues in online reviews." @default.
- W2955071850 created "2019-07-12" @default.
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- W2955071850 date "2019-09-09" @default.
- W2955071850 modified "2023-10-16" @default.
- W2955071850 title "Simultaneous effects of multiple cues in restaurant reviews" @default.
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- W2955071850 doi "https://doi.org/10.1108/jsm-06-2018-0188" @default.
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