Abstract
Although the role of price expectations in predicting consumer behavior has been widely acknowledged, little is known about the way in which price expectations depend on environmental elements in hospitality settings. We propose that restaurant guests base price expectations on (1) perceptions of customer input derived from behavioral cues (a self-service buffet) and (2) luxury perceptions derived from symbolic cues indicative of restaurant positioning (table decorations and menu descriptions). Results of two scenario experiments were in line with these predictions and indicate that environmental cues not only serve as a means to embellish the servicescape, but can also be used to reinforce a desired price image.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
