... studies and four scenario-based experiments (total n = 1,274), the authors examine consumer reactions to the presence versus absence of a tip prompt across normative and non-normative service contexts. The authors draw on social norms theory and psychological reactance to test boundary conditions...

... before proceeding to elaborate on religious views regarding providing service to LGBTQ consumers, moderators, social identity threat and reactance. Finally, LGBTQ consumer responses to the denial of service, alongside strategies to address the conflict between marketplace inclusion and religious freedom...