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

The present research examines the joint effects of density and power on consumers\u27 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\u27s built density was manipulated by keeping (high density condition) or removing (low density condition) the extra tables in the restaurant. In addition, individuals\u27 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