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Atmospherics are an underresearched, yet important aspect of restaurant performance. This study takes an exploratory approach to measurement development, by conceptualizing a social capital scale to measure homophily in five different restaurant settings, and all three traditional meal periods. A national sample of 1,220 restaurant-goers was obtained, and a unidimensional construct reflecting homophily was found overall; for breakfast and lunch periods, and within three of the five restaurant types. We offer insight into these findings, and discuss the use of the scale in future research.
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Line et al. (2011) studied this question.
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