Why not eat alone? The effect of other consumers on solo dining intentions and the mechanism

Findings reveal that the group type of other diners (i.e., mostly solo diners vs. group diners) is a major predictor of solo dining intentions. The effect is further found to be greater by high-crowding (vs. low-crowding), and mediated by anticipated loneliness and the anticipated negative evaluation from others. The enhanced knowledge about solo consumers provides implications for researchers, restaurateurs, and consumers.