The Doors Are Always Open
Some commercial places mean more to us than the things we buy there.
By Colleen Park published January 5, 2016 - last reviewed on December 8, 2017
We go to stores to shop and restaurants to eat, but some commercial places mean more to us than the things we buy there. From your neighborhood bookstore to the corner pub, the most meaningful spots between work and home, also known as “third places,” evoke a sense of homeyness. Here’s how we bond with them.
Social Security
In one study, staff at a French wine bar were likened to protective “godfathers” who treated customers like relatives. Such familiarity between staff and customers can foster an expectation of fairness and safety, Université Paris-Est researcher Alain Debenedetti and colleagues write in the Journal of Consumer Research. Customers’ degree of attachment to a restaurant is also tied to how similar in status and character other diners seem to them, a Florida State University study suggests.
Free Range
Some shoppers at IKEA Beijing feel so cozy that they can be seen napping on the display furniture. Comfort with the physical space of a shop or eatery, coupled with relaxed social norms, can instill a sense of belonging and lead customers to develop proprietary habits, the JCR study found. Regulars might stash items in a particular spot or access “backstage” areas—say, a place by the kitchen where menus and water are kept—without worrying about crossing a line.
Authentic Touch
Customers respond to signs that there is more to an establishment than profit making, according to Debenedetti’s team. In Illinois, the World’s Largest Laundromat—it has over 300 machines—is also a gathering spot for neighbors, with a play area and free-pizza nights. Expressive staff or decor that reflects the character of the owner may indicate a personal involvement that can be endearing—as in a café one study participant declared “so tacky you feel as if you are in the woman’s home.”
Credit: Young woman by mavo/Shutterstock