Good treats: Eating out not just for joy but also for well-being

Harish Sujan, Silvio Borrero, David Cranage

Research output: Chapter in Book/Report/Conference proceedingChapter

6 Scopus citations


With economic development in countries like India comes an increasing appetite to eat out, and, as a consequence, more prevalent obesity. Eating out does not have to bring joy at the cost of wellbeing. Prosperity in India does not have to lead to obesity, as it has in the United States with 62% of its people being diagnosed as clinically obese. Suggesting a balance between hedonism and personal care, in this chapter, the authors identify what motivates people, restaurant patrons in particular, to find this balance. Using research on decision-making in behavioral economics, theories of motivation and perspectives in positive psychology, they identify alternative ways for consumers to achieve this balance-and for service providers to enable them to do so. Based on the idea that good business, ethical and caring business, enables stable and growing markets, the authors advocate that restaurant managers market their businesses as providing not just treats but good treats! The recommendation, they explain, is even more pertinent for emerging economies than it is for developed economies.

Original languageEnglish (US)
Title of host publicationInnovations in Services Marketing and Management
Subtitle of host publicationStrategies for Emerging Economies
PublisherIGI Global
Number of pages18
ISBN (Electronic)9781466646728
ISBN (Print)1466646713, 9781466646711
StatePublished - Oct 31 2013

All Science Journal Classification (ASJC) codes

  • Economics, Econometrics and Finance(all)
  • General Business, Management and Accounting


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