Rosenbaum, M. S., Ward, J., Walker, B. A., & Ostrom, A. L.
This study introduces theory about how deficits in social support motivate consumers to replace lost social resources by forming relationships with customers and employees in commercial “third places.” The authors demonstrate sup- port for a multiple-indicator, multiple-cause model that illustrates how six common events that destroy or erode a person’s social support can cause the person to obtain emotional support and companionship in a third place. The model supports the linkage between commercial social sup- port and a consumer’s sense of attachment to a third place that harbors his or her social support network. The authors also propose and test hypotheses that reveal that consumers obtain social support in a third place to the extent to which they lost it outside the place. In essence, third-place patrons match their lost support to their commercial support, thus remedying negative symptoms associated with isolation. The article concludes with a discussion of managerial implications and limitations.
Urban sociologist Ray Oldenburg defines a third place as a place of refuge other than the home or workplace where people can regularly visit and commune with friends, neighbors, coworkers, and even strangers. Because little is known about the place-based physical qualities of third places that support sociability and place attachment, this article examines how four urban design characteristics distinguish third-place businesses from other businesses on the Main Street. The article discusses a study conducted at Main Streets in two cities and one town in Massachusetts. As part of the study, visual surveys measured urban design qualities of businesses on the Main Streets, and interviews helped determine user perceptions. The findings suggest that third places are relatively high in both personalization (distinctiveness, recognizability) and permeability to the street, but seating and shelter provisions are perhaps the most crucial urban design characteristics that contribute to sociability on the Main Street.
