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Author

Lee, Jacob C.
Consumer Behavior Lab
Research Interests
  • Experiential Marketing, Display Marketing, CEO Marketing

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Position Effects of Menu Item Displays in Consumer Choices: Comparisons of Horizontal Versus Vertical Displays

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Title
Position Effects of Menu Item Displays in Consumer Choices: Comparisons of Horizontal Versus Vertical Displays
Author
Kim, JungkeunHwang, EuejungPark, JooyoungLee, Jacob C.Park, Jongwon
Keywords
restaurant menu; horizontal versus vertical displays; edge advantage; edge aversion
Issue Date
201806
Publisher
SAGE PUBLICATIONS INC
Citation
CORNELL HOSPITALITY QUARTERLY, v., no., pp. -
Abstract
Consumers typically make choices based on a menu that lists a variety of food items. Prior research has shown that the position of food items within a menu (center vs. edge) can impact choices (e.g., edge preference and edge aversion). This research extends the literature by demonstrating that the display format of a menu (horizontal vs. vertical displays) can determine the relative impact of these influences. Two experiments find that the middle options are preferred when food options are displayed horizontally (vs. vertically), whereas the edge items are preferred under a vertical display (vs. a horizontal display). These differences extend to different types of foods (food vs. beverage), and to even and odd numbers of options (e.g., four vs. five). These findings increase the understanding of how food item displays can influence consumer choices, and provide important implications for practitioners and policymakers, including how to effectively position food items.
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DOI
http://dx.doi.org/10.1177/1938965518778234
ISSN
1938-9655
Appears in Collections:
SBA_Journal Papers
Files in This Item:
Kim et al. (2018) Position Effects of Menu Item Displays. CQ.pdfDownload

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