Social Distancing: The Effect of Density and Power on Restaurant Consumers

Keywords

Covid-19; Density; Perceived territoriality; Power; Restaurants

Abstract

The present research examines the joint effects of density and power on consumers' attitudes and revisit intentions in a restaurant context. A 2 (Density: high vs. low) x 2 (Power: high vs. low) quasi-experimental design was employed. The restaurant's built density was manipulated by keeping (high density condition) or removing (low density condition) the extra tables in the restaurant. In addition, individuals' sense of power was measured and served as a moderator. A total of 327 general restaurant consumers were participants in this study. Results indicated that powerless people responded to a restaurant with high built density more positively (vs. low built density), whereas powerful people exhibited a similar level of attitudes and revisit intentions across the density conditions. Additionally, perceived territoriality was identified as the mediator of the effect of density and power on consumer responses.

Publication Date

7-1-2021

Original Citation

Zhang, L., Wei, W., Line, N. D., & McGinley, S. (2021). Social distancing: The effect of density and power on restaurant consumers. International Journal of Hospitality Management, 96, N.PAG. https://doi.org/10.1016/j.ijhm.2021.102964

Document Type

Paper

Language

English

Source Title

International Journal of Hospitality Management

Volume

96

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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