Eye movements on restaurant menus: A revisitation on gaze motion and consumer scanpaths

Yang, Sybil S.

doi:10.1016/j.ijhm.2011.12.008

Cited by 59 publications

(35 citation statements)

References 21 publications

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“…Tests show that the average number of low calorie meals is more than high-calorie meals. The results of this study are conformed with Gerend [33], Taylor and Wilkening [29], yang [39] studies. The results of this empirical research have shown that when managers of catering centers want to affect customer behavior, it is sufficient to pre-define the type of treatment with customer by using accepted scientific principles and theories related to customer behavior.…”

Section: Discussionsupporting

confidence: 88%

Effecting of electronic-tablet-based menu and its impact on consumer choice behavior (An empirical study in Iranian restaurant)

Shafei

Rastad

Kamangar

2016

2016 10th International Conference on E-Commerce in Developing Countries: With Focus on E-Tourism (ECDC)

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Study the consumer behavior has been always of great interest to researchers, specifically, when the researchers want to study the choice behaviors of customers with instant purchase. The aim of current study is to affect customer choice behaviors by making several changes in e.menu design, exactly when they want to order their interest food. This study is experimental and has been conducted in Iran. In this research, one restaurant was selected and by making four changes in price, layout, images and inserting calories in restaurant e. menu, the behaviors of 1000 customers in 5 non-consecutive weeks, were examined. The results showed that targeted changes in the restaurant menu under the study had a significant influence on consumer's behavior. The findings also proved that insert the image on the menu, had a direct relationship with consumer's choice of the same type of food. This variable has caused the greatest amount of sales.

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Section: Discussionsupporting

confidence: 88%

Effecting of electronic-tablet-based menu and its impact on consumer choice behavior (An empirical study in Iranian restaurant)

Shafei

Rastad

Kamangar

2016

2016 10th International Conference on E-Commerce in Developing Countries: With Focus on E-Tourism (ECDC)

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“…In the restaurant menu context, a few studies investigated how restaurant customers read menus using eye-tracking (e.g. Yang, 2012). Eye-tracking research on restaurant menu labelling was undertaken primarily in the context of nutritional information (Kim et al, 2018;Reale & Flint, 2016;Schwebler, Harrington, & Ottenbacher, 2018).…”

Section: Methodsmentioning

confidence: 99%

Carbon labels on restaurant menus: do people pay attention to them?

Babakhani

Lee

Dolničar

2019

Journal of Sustainable Tourism

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This empirical study explores visual attention to carbon labels on restaurant menus. Carbon labels can support consumers in making deliberate low-carbon menu choices if, and only if, consumers pay attention to such labels. Using eye-tracking, we investigate how much attention consumers pay to carbon labels. We also compare how much attention they pay to carbon labels compared to labels indicating the benefit of each menu item to the local community. Results indicate that both carbon labels and labels communicating local community benefits attract little attention, suggesting that they are insufficient to direct patrons towards ordering low emissions menu items. Directing patrons toward more environmentally friendly menu items could significantly reduce the negative environmental impact of tourism and hospitality. ARTICLE HISTORY

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“…In a supplemental study, we tested one method of increasing visibility, simply making the note larger, which did not yield clear benefits (see Study S1). In Study 7 we attempt to increase visibility by moving the note to a more primary visual location, the top left corner of the page [38], and representing the text as a physical note appended to the menu. To help ensure that our attempts to increase visibility did not come at the cost of other important properties, we also include measures regarding the note's perceived accuracy, if it is perceived as normal or as strange, and whether it causes people to feel coerced.…”

Section: Study 7: Increasing Visibility Via Note Position and Mediummentioning

confidence: 99%

“…The Corner Note condition approximately doubled the size of the note and font size, and put it in the upper left-most corner of the menu. Eye tracking research has found that the top-left corner is often viewed first when people scan a menu for something to purchase [38]. Further, the convention in English (and other languages) is that the top left is where one begins to read a document.…”

Section: Manipulationmentioning

confidence: 99%

Developing a Scalable Dynamic Norm Menu-Based Intervention to Reduce Meat Consumption

et al. 2020

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How can we curb the current norm of unsustainable levels of meat consumption? Research on dynamic norms finds that learning that others are starting to eat less meat can inspire people to follow suit. Across four field experiments, we test efforts to scale dynamic-norm messages by incorporating them into restaurant and web-based menus. Studies 1–3 find increases in vegetarian orders when dynamic norms are included in menus (1–2.5 percentage points), although this effect does not always reach statistical significance and varies across populations and analytic models. In Study 4, dynamic norms significantly reduced vegetarian orders. These results raise two critical questions. First, where and with whom should a dynamic norm message reduce meat consumption? Our field data and past theory point to non-high socioeconomic contexts, and contexts where the reference group of people who have changed is meaningful to consumers. Second, how can the treatment be strengthened? Over five online experiments, we find that the visibility of the messages can be greatly improved, and more relatable norm referents can be selected. Although impacts on food orders appear modest, the minimal costs of scaling menu-based dynamic norm messages and the possibility of improving effect sizes make this a promising approach.

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Eye movements on restaurant menus: A revisitation on gaze motion and consumer scanpaths

Cited by 59 publications

References 21 publications

Effecting of electronic-tablet-based menu and its impact on consumer choice behavior (An empirical study in Iranian restaurant)

Effecting of electronic-tablet-based menu and its impact on consumer choice behavior (An empirical study in Iranian restaurant)

Carbon labels on restaurant menus: do people pay attention to them?

Developing a Scalable Dynamic Norm Menu-Based Intervention to Reduce Meat Consumption

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