“…Cognitive response has been considered, since the early years of marketing theory, as a fundamental variable to understand how consumers respond to a stimulus (e.g., advertising or other product/service‐related information; Oliver, 1980; Wirtz et al, 2000). Research in psychology, marketing and tourism demonstrated that cognitive responses also affect a consumer's emotional state, place attachment, satisfaction and behavioral intentions (Bagozzi, 1992; Dillard & Peck, 2000; Lazarus, 1991; Loureiro, Guerreiro, et al, 2021; Romero et al, 2021; Wakefield & Blodgett, 1999; Zheng et al, 2019). In the restaurant sector, Ladhari et al (2008) and Kim and Moon (2009) found that cognitive response to service quality leads to positive emotions.…”