Category Use in First Impressions of Restaurant Interiors

Abstract

Category use in first impressions of restaurant interiors was investigated. Subjects were 98 students who viewed slides of four restaurant interiors and wrote descriptions of each restaurant. The contents of the descriptions were analyzed using a classification system developed by the researchers. “Holistic impressions” was the most common category used, followed by “room components” and “color and pattern.” Category use was not related to characteristics of the restaurants or to subjects' major fields of study.