Simultaneous effects of multiple cues in restaurant reviews

Esther L. Kim, Sarah Tanford

Research output: Contribution to journalArticlepeer-review

15 Scopus citations


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.

Original languageEnglish
Pages (from-to)521-531
Number of pages11
JournalJournal of Services Marketing
Issue number5
StatePublished - 27 Sep 2019


  • Customer reviews
  • Involvement
  • Marketing decision-making
  • Service expectations
  • e-WOM


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