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The domestic foodservice and restaurant industries have been rapidly growing. Therefore, it is necessary for restaurants to analyze the demands and desires of their customers according to internal attributions, and to understand how these may change in the future. To explore the internal attributions of individuals, such as personality, this study examined differences between the promotion and prevention focuses of 'Self-Regulatory Focus Theory'. Based on this theory, hypotheses were prepared and two experiments-<Study 1> & <Study 2>-were performed to assess the hypotheses. <Study 1> showed that consumers who had a promotion focus were interested in the following factors: events, advertisement images and taste; whereas those with a prevention focus concentrated more on factors related to comfort-oriented qualities, such as reputation and price satisfaction. In <Study 2>, after performing situational regulatory focus manipulation with the subjects, there were different results between promotion and prevention: in the promotion focus, when a prevention focus was induced, subjects concentrated more on price satisfaction, reputation, highly nutritious menu, and sanitary conditions; whereas in the prevention focus, when a promotion focus was induced, they concentrated on advertisement images, events, and restaurant atmosphere.