Exploring the Social Supportive Role of Third Places in Consumers' Lives

Using grounded theory methodology, a framework that illustrates how and why third places—that is, places such as diners, coffee shops, and taverns—become meaningful in consumers'lives is offered. The framework suggests that some consumers patronize third places to satisfy not only their consumption needs but also their needs for companionship and emotional support. These supportive needs are prevalent in older-aged consumers, who often experience events that diminish relationships. Therefore, these consumers may turn to their “commercial friendships” in third places for support. On the basis of the consumer needs that a third place satisfies, consumers identify a third place as place-as-practical, place-as-gathering, or place-as-home. The framework is verified with the Social Support Questionnaire for Transactions instrument. The data reveal that as the frequency to which consumers obtain companionship and emotional support from their commercial friendships increases, so too does their loyalty.