In the contemporary United States, franchising greatly lessens the risk of generalizing from one experienced location to others "of its type." Having ever been to a Howard Johnson's, Holiday Inn, or McDonald's, for example, the individual can know with great certainty just what to expect in another one.

XREF: Connects to the broader context about the confidence/venture heuristics discussed in this work — the idea that franchising reduces the need for first-hand venture since prior experience generalizes reliably.

Lyn H. Lofland, World of Strangers_ Order a…, loc. 1156