In this study, we employed an experimental design to empirically test how restaurant customers react differently to normative appeals (descriptive vs. injunctive) relating to COVID-19 prevention measures through freedom threat and negative cognition. We conducted t-tests, serial mediation, moderation, and moderated serial mediation analysis to test the hypotheses using SPSS 23.0 and PROCESS macro v.3.5 (model 6 and model 85). Injunctive normative appeal causes an increase in freedom and a less favorable attitude than descriptive normative appeals. The findings also demonstrate the serial-mediated effect of freedom threat and negative cognition on attitude. Furthermore, the effectiveness of normative appeals depends on an individual’s age. This study contributes to the academic literature on hospitality by applying psychological reactance theory and testing the model within a restaurant context. It also discusses the implications of its findings for consumers and restaurant managers.

在这项研究中，我们采用实验设计来实证测试餐厅顾客如何通过自由威胁和消极认知对与 COVID-19 预防措施相关的规范性诉求（描述性与指令性）做出不同反应。我们进行了-测试、系列调解、调节和调节系列调解分析，以使用 SPSS 23.0 和 PROCESS macro v.3.5（模型 6 和模型 85）测试假设。与描述性规范诉求相比，指令性规范诉求导致自由度增加和不利态度。研究结果还证明了自由威胁和消极认知对态度的连续介导效应。此外，规范诉求的有效性取决于个人的年龄。本研究通过应用心理反抗理论并在餐厅环境中测试模型，为酒店业的学术文献做出了贡献。它还讨论了其调查结果对消费者和餐厅经理的影响。