Customers' target-specific prejudice towards ethnic restaurants amidst
the COVID-19 pandemic
Abstract
Two field experiments examined how ethnic group cues and anxiety about
the virus infection predict customer prejudice and associated behavioral
responses for customers of four main categories of ethnic restaurants in
Egypt during the onset of the COVID-19 pandemic. In Study 1 (n=576)
ethnic prejudice was differentiated by restaurant categories. A
sub-group analysis revealed that factual misjudgments played a notable
role in influencing ethnic prejudice, particularly in conjunction with
lower affect levels and heightened perceived health risks. Our findings
indicate a lack of specific evidence regarding ethnic prejudice towards
Chinese restaurants, but rather a tendency to unfavorably judge Asian
(non-Chinese) restaurants. Study 2 (n=288), examined the influence of
negative risk communication on the formation of ethnic prejudice towards
Chinese restaurants. The results only provide weak support for the
hypothesis that information stressing the connection between China and
the coronavirus increased ethnic prejudice towards Chinese restaurants.
Indirect effects attributed to increased perceived risks and heightened
affective responses among customers with lower levels of prejudice
contributed to this finding. Higher levels of actionable knowledge
distance did not offset these prejudicial effects. Our results suggest
that strategies that aim to reduce stigma among the general public
during public health crises should be reconsidered