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• W3199500651 abstract "Masks have become the custom among restaurant workers and bartenders as a form of protection against COVID-19. Yet, given the rapid introduction of masks to the uniforms of restaurant servers there is a dearth of extant scholarship that has explored the effects of face coverings on customers' behaviors. In response, this research offers a preliminary test of the effect of server masks on a common consumer behavior in the full-service restaurant industry-tipping. We review theoretical and empirical reasons suggesting that a mask may have a negative effect on customers' tipping practices. Potential mask effects on tipping are then explored with a survey experiment that was administered to a large and diverse sample of Amazon Mechanical Turk workers. Our results suggest that wearing a mask is not likely to, on average, have a meaningful effect on how much restaurant customers tip their servers. However, we do observe a negative indirect effect of a mask on customer reported tip amount through diminished perceptions of a hypothetical servers' friendliness. This effect was found to be attenuated among those who are altruistically motivated to tip servers as a way to help them financially. The implications of our results and directions for future research are discussed." @default.
• W3199500651 created "2021-09-27" @default.
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• W3199500651 date "2021-10-01" @default.
• W3199500651 modified "2023-10-16" @default.
• W3199500651 title "The “Mask Effect” on the tips that customers leave restaurant servers" @default.
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• W3199500651 doi "https://doi.org/10.1016/j.ijhm.2021.103068" @default.
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