Does an individual's regulatory fit affect restaurant selection?

Abstract

This study explores the internal attributions (e.g., personality) of individuals with regard to restaurant selection and examines the differences between "promotion focus fit" and "prevention focus fit" of regulatory focus theory [RFT]. Based on two experiments conducted in London, England, in 2014, the study found that the promotion-focus group is more concerned with attributes such as "curiosity menu," "advertisement image," and "events," whereas the prevention-focus group is more concerned with attributes such as "price satisfaction" and "reputation." The study classifies consumers according to regulatory fit and performs a comparative analysis of their practical intentions in relation to restaurant selection. The research findings are aimed at broadening restaurant consumer research from a psychological perspective.