Social distancing: The effect of density and power on restaurant consumers |
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| Institution: | 1. The School of Hospitality Business, Broad College of Business, Michigan State University, 667 N. Shaw Lane, East Lansing, MI 48825, USA;2. Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Boulevard, Orlando, FL 32819, USA;3. Dedman School of Hospitality, Florida State University, B4113 University Center, 288 Champions Way, Tallahassee, FL 32306, USA;1. School of Management, Harbin Institute of Technology, 92 West Dazhi Street, Harbin, China;2. Howard Feiertag Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA 24061, USA;1. TU Dortmund University, Center of Higher Education, Hohe Str. 141, 44139 Dortmund, Germany;2. TU Dortmund University, Faculty of Social Science, Emil-Figge-Str. 50, 44227 Dortmund, Germany;1. Northern Illinois University, NIU College of Business, 740 Garden Road DeKalb, IL 60115, USA;2. Louisiana State University, 2219 Business Education Complex South, 501 South Quad Drive, Baton Rouge, LA 70803, USA;3. University of Pavia, Via San Felice 5, 27100 Pavia, PV, Italy;4. Ming Chuan University, 5 De Ming Road, Gui Shan District, Taoyuan County 333, Taiwan;1. Department of Psychology, University of Calgary, 2500 University Drive NW, Calgary, AB T2N 1N4, Canada;2. Lazaridis School of Business & Economics, Wilfred Laurier University, 75 University Avenue, Waterloo, ON N2L 3C5, Canada;1. Montpellier Business School, France, and Lancaster University Management School, UK;2. Isenberg School of Management, University of Massachusetts-Amherst, 121 President Dr, Amherst, MA 01003, USA;1. School of Management Studies, Cochin University of Science and Technology, Kochi, Kerala, India;2. Indian Institute of Management Kozhikode, IIMK Campus P.O., Kozhikode, Kerala, India 673 570;3. University of Puerto Rico Graduate School of Business, San Juan, PR, USA;4. Distinguished Scholar, Indian Institute of Management (IIM-K), Kerala, India |
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| 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. |
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| Keywords: | Density Power Perceived territoriality Social distancing Restaurants Covid-19 |
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