An Eye-Tracking Analysis of a Restaurant Menu

Smith, Joshua K.; Guliuzo, Jacob D.; Benedict, Jacob; Chaparro, Barbara S.

doi:10.1177/1071181319631347

Cited by 5 publications

(6 citation statements)

References 7 publications

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“…, 2019). For example, Smith et al. 's (2019) study showed that color affected where the consumers initially looked due to its saliency, while Kim et al.…”

Section: Literature Reviewmentioning

confidence: 99%

“…It is also less vulnerable to social desirability bias (Wedel and Pieters, 2008). Research in the food, nutrition, and hospitality industries has used ET to aid in the design of restaurant menus and menu labels that can draw consumers' visual attention (Kim et al, 2018;Kuo et al, 2021;Ngan et al, 2022;Reale and Flint, 2016;Smith et al, 2019). For example, Smith et al's (2019) study showed that color affected where the consumers initially looked due to its saliency, while Kim et al (2018) concluded that visual features enhanced the ease of processing information.…”

Section: Eye-tracking Technology In Menu Designsmentioning

confidence: 99%

“…For example, Smith et al's (2019) study showed that color affected where the consumers initially looked due to its saliency, while Kim et al (2018) concluded that visual features enhanced the ease of processing information. So, when applied in a restaurant setting, ET has enabled researchers to understand the effects of colors, menu descriptions, the placement of menu items, and pricing on consumers' food selections (Kuo et al, 2021;Ngan et al, 2022;Smith et al, 2019). This study leveraged the use of ET to explore what information consumers with food hypersensitivity engage with or ignore as a first step toward making a recommendation for an allergy-friendly menu.…”

Section: Eye-tracking Technology In Menu Designsmentioning

confidence: 99%

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Consumer visual attention to food allergen information on restaurant menus: an eye-tracking study

Lee,

Wei

2024

BFJ

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PurposeThis study sought to understand which food allergen labeling systems (non-directive, semi-directive, and directive) were attended to and preferred by 34 participants with food hypersensitivity and their perceived corporate social responsibility (CSR) and behavioral intention towards a restaurant that identifies food allergens on menus.Design/methodology/approachThis study used an online survey with open-ended and ranking questions, combined with eye-tracking technology, to explore participants' visual attention and design preferences regarding four menus. This study utilized one-way repeated measures analysis of variance (RM-ANOVA) and heat maps to analyze participants' menu-reading behaviors. A content analysis of survey responses and a ranking analysis of menus were conducted to understand the reasons behind consumers' preferred menu designs.FindingsThe advisory statement was not much attended to. Participants identified food allergen information significantly quicker with the directive labeling system (icons) than the other two systems, implying they were eye-catching. Semi-directive labeling system (red text) has lower visit count and was more preferred than two other systems; each labeling system has its strengths and limitations. Participants viewed restaurants that disclosed food allergen information on menus as socially responsible, and they would revisit those restaurants in the future.Originality/valueThis study was one of the first to explore, through use of eye-tracking technology, which food allergen labeling systems were attended to by consumers with food hypersensitivity. The use of triangulation methods strengthened the credibility of the results. The study provided empirical data to restauranteurs in the US on the values of food allergen identification on restaurant menus, although it is voluntary.

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“…, 2019). For example, Smith et al. 's (2019) study showed that color affected where the consumers initially looked due to its saliency, while Kim et al.…”

Section: Literature Reviewmentioning

confidence: 99%

Section: Eye-tracking Technology In Menu Designsmentioning

confidence: 99%

Section: Eye-tracking Technology In Menu Designsmentioning

confidence: 99%

See 1 more Smart Citation

Consumer visual attention to food allergen information on restaurant menus: an eye-tracking study

Lee,

Wei

2024

BFJ

View full text Add to dashboard Cite

show abstract

“…Research on visual attention in the restaurant industry is limited; only a few studies have employed an eye-tracking approach, and these have been restricted to investigation of the visual attention paid by customers to restaurant menu design and information elements (Babakhani et al, 2020; J. K. Smith et al, 2019; S.…”

Section: Literature Reviewmentioning

confidence: 99%

Tourists’ Online Information Search Behavior: Combined User-Generated and Marketer-Generated Content in Restaurant Decision Making

Uthaisar,

Eves,

Wang

2023

Journal of Travel Research

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Tourist information search behavior is one of the most important aspects of risk reduction in the travel decision-making process. Understanding tourists’ behavior when searching for online information has been heavily weighted toward user-generated content (UGC), mainly employed deductive research approaches. This study examines the influence of both UGC and marketer-generated content (MGC) on tourists’ choice of restaurant, using eye-tracking technology to measure customers’ visual behavior combined with retrospective think-aloud interviews. Data was collected from 28 participants in a laboratory-based study. Video recordings of participants’ eye movements during the task aided participant recall in follow-up interviews. This study offers insights into the integrated investigation of the influence of UGC and MGC on tourists’ information search behavior. It validates and extends understanding of the roles of pictorial information, written information, and other factors, and newly clarifies the role of both positive and negative reviews in influencing restaurant selection from international tourists’ perspectives.

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“…In the foodservice industry, although visual information influences consumers' decision making, it has not yet been sufficiently recognized in studies on the content, types and processing of visual information. A few studies have also performed visual information processing methods for physical menu books (Yang, 2012; Zaffou and Campbell, 2015; Smith et al , 2019; Reale and Flint, 2016). Some studies take a goal-oriented approach to find menu elements that grab the user's attention while performing a specific task to determine the menu labels that interest respondents most (e.g.…”

Section: Introductionmentioning

confidence: 99%

A study of customer perception of visual information in food stands through eye-tracking

Jeon

Cho

2021

BFJ

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PurposeThe study selected five small-scale food operations as visual stimuli and eye-tracking experiment was conducted with 36 female participants in a laboratory setting. Heat maps were used to visualize viewers' visual attention on the storefronts. The eye-movement data were analyzed using one-way repeated ANOVA to identify a significant difference between stimuli in terms of average fixation duration, fixation counts and revisits. An independent t-test was also used to examine statistical difference among text and image in menu board. The significance cut-off of p-value was set to <0.05.Design/methodology/approachThe exteriors of food-service establishments are major business representation. However, few studies have been conducted to examine customers' visual processing toward small-scale restaurants. The present study accordingly aims to discover customers' different levels of attention to the frontage in food stands through eye tracking, which would be practical for future owners to plan their exterior shop design.FindingsThe findings can be summarized as follows: First, upper board shows the highest level of attention, suggesting an optimal location of menu board for grasping customers' attention. Second, customers also gaze the inside of a store along with the food on display, which are related with food hygiene and the perception. Third, textual information on menu boards tends to attract more visual attention than those of images. Overall, the current study indicates various customers' attention toward the location of menu boards as well as the type of visual information on menu board.Originality/valueThe results of this study make a new insight into customers' viewing behavior toward exteriors of food-service establishments. This study is one of the first attempts to explore how customers distribute visual attention to the exterior images of food stand by using eye-tracking technology. The findings of this research thus enrich the food-service literature and offer meaningful discoveries on customers' visual behaviors. For example, this study suggests that customers tend to be attracted to textual information on menu boards rather than graphical ones.

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An Eye-Tracking Analysis of a Restaurant Menu

Cited by 5 publications

References 7 publications

Consumer visual attention to food allergen information on restaurant menus: an eye-tracking study

Consumer visual attention to food allergen information on restaurant menus: an eye-tracking study

Tourists’ Online Information Search Behavior: Combined User-Generated and Marketer-Generated Content in Restaurant Decision Making

A study of customer perception of visual information in food stands through eye-tracking

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