Consumers who cross national borders potentially participate in multiple consumption experiences. This study focuses on one of the most common—the dining experience. It examines the variables that motivate or inhibit crossing national borders to dine and profiles motivational segments of cross-border diners. A sample of 466 cross-border diners living near the U.S.-Canada border provided information about an array of potential influencing variables. Factor analysis revealed the existence of eight dimensions: ethnocentrism, value drivers, variety seeking, awareness, affective/social considerations, ease of border crossing, perceived differences between restaurants on the two sides of the border, and distance fromthe border. Ethnocentrism and affective/social considerations exerted the strongest influence on consumer cross-border-dining perceptions and behaviors. Three distinct motivational segments emerged—variety seekers, comfort seekers, and value seekers. Discussion profiles each segment, identifies marketing implications, and proposes relevant strategies.
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