Context as communication: Mcdonald's vs. Burger King |
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| Authors: | Michael H Eaves Dale G Leathers |
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| Institution: | 1. Ph.D. Student in Communication , Florida State University ,;2. Head and Professor of Speech Communication , University of Georgia , |
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| Abstract: | This study focused on context as communication. The distinctive micro‐environments at McDonald's and Burger King's suburban restaurants were compared and contrasted. The theory‐based conceptualization of high‐load environments generates the prediction that McDonald's customers are more involved and less comfortable than Burger Bang's customers. Results supported this prediction. Communicative and design implications of these results are discussed. |
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