Rio de Janeiro is highly remarked for its large offering of outdoor bars and restaurants where thousands of locals and visitors gather to enjoy the city s popular nightlife. These establishments are part of Rio s local culture and attending these places has become commonplace for most people living in the city. However, Rio de Janeiro has been suffering higher rates of on-growing urban violence that has led to a large number of local bars and restaurants shut downs and weakened attendance. Hence, the purpose of this study to analyze how the depicted scenario of on-growing violence reflects on the consumer habits when attending these places as a nightlife entertainment option. It also analyzes the impacts of the depicted scenario on the decision making process of the here mentioned targeted consumer. To conduct the study, bibliographical, documental and a qualitative survey were used as a main tool to better investigate the proposed problem.