In the highly competitive food service industry, restaurateurs are continuously exploring ways to deliver customer value and increase consumers dining intentions during special occasions. Prior research has examined rational qualities, such as price, food quality, and service quality, but as more restaurateurs strategically capitalize on the significance of these factors, previously held competitive advantages are beginning to fade, calling for further investigation to uncover new factors and contemporary restaurant marketing strategies. This study attempts to fill the gap by examining constructs from a psychological perspective. In particular, this study investigates the influences of culture, value, self-enhancement, gratification, and subjective norms on consumers? attitudes and restaurant dining intentions during special occasions. The results show that culture, value, self-enhancement, and gratification are positively related to attitude whereas attitude and subjective norms have positive effects on intention. The implications for theory and practice are discussed, limitations are acknowledged, and research directions are presented.