Restorative servicescapes: restoring directed attention in third places

Abstract

Purpose

The purpose of this paper is to introduce restorative servicescapes. The work demonstrates that younger‐aged consumers may remedy symptoms associated with directed attention fatigue, including adult attention deficit hyperactivity disorder (ADHD), by patronizing third places, such as video arcades and coffee shops.

Design/methodology/approach

This paper evaluates a servicescape's restorative potential by drawing on established measures. Attention restoration theory (ART) has been explored in natural and environmental psychology, rather than marketing. The first study uses survey methodology to explore whether teenagers who patronize a video arcade sense its restorative potential. The second study uses survey methodology to explore the relationship between patronizing a restorative third place and being at risk for ADHD.

Findings

Study 1 reveals that video arcade patrons sense the arcade's restorative potential. Therefore, commercial servicescapes may possess restorative qualities. Study 2 reveals that college‐aged students, who patronize a restorative servicescape, are significantly less likely than other students to be at risk for experiencing ADHD.

Research limitations/implications

Although the data reveal a relationship between restorative servicescapes and ADHD risk, a diagnosis is not obtained. Furthermore, because survey methodology is employed, the causal influence of restorative servicescapes cannot be evaluated on their customers' health. However, commercial servicescapes can mimic the restorative properties found in nature. Thus, the health potential of public places on health may be profound.

Practical implications

Educational institutions, governmental agencies, and parents should consider publicly supporting third places for teenagers because doing so can remedy symptoms associated with mental fatigue.

Originality/value

The paper brings ART into the marketing discipline.

Citation

Rosenbaum, M.S. (2009), "Restorative servicescapes: restoring directed attention in third places", Journal of Service Management, Vol. 20 No. 2, pp. 173-191. https://doi.org/10.1108/09564230910952762