Ethnic dining: Need to belong, need to be unique, and menu offering

Consumer Response to Authentic-Language Versus English-Language Menu Labeling in Ethnic Dining

“…Our findings reveal that consumers with high NFCC strive to achieve a resolution in their choice, and as a result, feel more bothered by a menu with authentic-language labeling. While the large body of literature suggesting a positive role of authenticity in ethnic dining (Jang et al, 2012; Lego, Wodo, McFee, & Solomon, 2002; Liu & Mattila, 2015; Tsai & Lu, 2012; Wang & Mattila, 2015), our findings highlight the potential backlash effects.…”

“…Specifically, we examine how Need for Cognitive Closure (NFCC)—defined as an individual’s desire to achieve resolution on a decision (Kruglanski, 1990)—influences consumer attitudes toward a menu containing authentic-language versus English-language labels. While prior research has demonstrated the merits of menu authenticity (Kim et al, 2017; Liu & Mattila, 2015; Youn & Kim, 2017), we argue that consumers prefer authentic-language labels only when they have low NFCC. Consumers with high NFCC, on the other hand, will exhibit more negative attitudes toward a menu using authentic-language (vs. English-language) labels due to the more bothersome nature of processing such information.…”

“…Ethnic dining has become a fast-growing sector in the restaurant industry (National Restaurant Association, 2015). As authenticity drives customer satisfaction (Jang et al, 2012; Liu & Mattila, 2015; Tsai & Lu, 2012; Wang & Mattila, 2015), ethnic restaurants strive to design the physical Servicescape as a way to show the origin of the cuisine (e.g., dishes labeled in the authentic-language). This study, however, explores a potential threat of using authentic menu labels from an information-processing prospective.…”

“…A recent report by the National Restaurant Association (2015) highlights a growing consumer interest in ethnic dining: 80% of consumers eat at least one ethnic cuisine per month and two thirds of consumers eat a wider variety of ethnic cuisines now than 5 years ago. People patronize ethnic restaurants for an authentic, cultural experience (Liu & Mattila, 2015), which can be can be simulated through a careful design of the physical and social service environment—the Servicescape (Baker, 1986; Tombs & McColl-Kennedy, 2003). Beyond taste authenticity (Jang, Ha, & Silkes, 2009; Park, Ham, & Lee, 2012), previous research has demonstrated that the interior atmosphere (Ebster & Guist, 2005; Ha & Jang, 2010), service quality (Ha & Jang, 2010; Jang et al, 2012), and the mere presence of other customers and staff (Liu & Mattila, 2015; Wang & Mattila, 2015) influence customer evaluations of ethnic restaurants.…”

“…People patronize ethnic restaurants for an authentic, cultural experience (Liu & Mattila, 2015), which can be can be simulated through a careful design of the physical and social service environment—the Servicescape (Baker, 1986; Tombs & McColl-Kennedy, 2003). Beyond taste authenticity (Jang, Ha, & Silkes, 2009; Park, Ham, & Lee, 2012), previous research has demonstrated that the interior atmosphere (Ebster & Guist, 2005; Ha & Jang, 2010), service quality (Ha & Jang, 2010; Jang et al, 2012), and the mere presence of other customers and staff (Liu & Mattila, 2015; Wang & Mattila, 2015) influence customer evaluations of ethnic restaurants. More recent research has begun to focus on the design of ethnic menus (Kim et al, 2017; Youn & Kim, 2017)—a key physical Servicescape element restaurant managers can use to directly communicate with every customer.…”