This study first proposed a model of the extended situational context to provide a device for integrating and extending previous findings from research into situational influences. Then, the four elements of the model were operationalized as follows, using food as the focal product:
in terms of who eats the food;
in terms of the particular food item;
in terms of the values held by the serving homemaker; and the criterion of
in terms of product usage rate. A projective field experiment supported the model by finding significant prediction of food usage from the main effects representing the first three elements, and all first order interactions.