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首页> 外文期刊>Journal of consumer policy >Nudged to a Menu Position: The Role of 'I'm Loving It'!
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Nudged to a Menu Position: The Role of 'I'm Loving It'!

机译：闪耀到菜单位置：'我爱它'的角色！

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摘要

The position of food items on supermarket shelves or dishes on restaurant menus seems to influence consumers' choices. However, it is still unclear which position is the most favourable, respectively which factor can explain the variety of different position effects observed (e.g., centre-stage effect). We assume that this factor is based on whether or not "your love" (or your preference) for the cuisine of the restaurant (e.g., Italian) where you have dinner plays a role regarding your dish choice or not. Hence, in a computer-based study, participants had to choose dishes, appetizers, entrees and desserts from menus whose cuisine they most (e.g., Italian) or least preferred (e.g., Japanese). We found that regarding the meal type entrees, preference indeed played a role. Regarding menus from their most preferred cuisine, participants chose significantly more often entrees positioned in the centre of the menu. No such effect could be found regarding menus from their least preferred cuisine. Regarding the meal type appetizer, preference did not seem to play a role; hence, participants did, regarding both preferences, choose more appetizers positioned at the top of the menu. Regarding desserts, no effects could be found. A developed theoretical framework tries to illustrate how preference comes into play, by changing the way the dishes within a meal type are perceived, and hence modulates the different position effects observed. The framework should provide choice architects with guidelines about where they could place healthier dishes on a menu to fight the current overweight and obesity crisis.
机译：食品在餐馆菜单上的超市货架或菜肴的位置似乎影响了消费者的选择。然而，目前尚不清楚哪个位置是最有利的，分别是哪个因素可以解释观察到的各种位置效应（例如，中心阶段效应）。我们假设这一因素是基于您在餐厅的美食（例如，意大利）的“您的爱”（或您的偏好）是基于您有晚餐的内容在您的菜肴选择中的作用。因此，在基于计算机的研究中，参与者必须从菜单中选择菜肴，开胃菜，托莱斯和甜点，其美食最多（例如，意大利）或最不优先（例如，日语）。我们发现关于膳食类型主体，偏好确实发挥了作用。关于来自最优选的菜肴的菜单，参与者更频繁地选择了位于菜单中心的企业。没有这样的效果可以从他们最不优先的美食中找到。关于膳食类型开胃菜，偏好似乎没有发挥作用;因此，参与者对这两个偏好做了，选择更多的开胃菜位于菜单顶部。关于甜点，没有任何影响。一个开发的理论框架试图通过改变膳食类型的烹饪方式来说明如何偏好，并且因此调制观察到的不同位置效果。该框架应提供具有关于他们可以在菜单上放置更健康的菜肴来对抗当前超重和肥胖危机的准则的选择架构师。

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  • 来源
    《Journal of consumer policy》 |2019年第3期|441-453|共13页
  • 作者

    E. Reijnen; S. J. Kiihne; H. M. von Gugelberg; A. Crameri;

  • 作者单位

    School of Applied Psychology ZHAW Zurich University of Applied Sciences Pfingstweidstrasse 96 Postfach 8037 Zurich Switzerland;

    School of Applied Psychology ZHAW Zurich University of Applied Sciences Pfingstweidstrasse 96 Postfach 8037 Zurich Switzerland;

    School of Applied Psychology ZHAW Zurich University of Applied Sciences Pfingstweidstrasse 96 Postfach 8037 Zurich Switzerland;

    School of Applied Psychology ZHAW Zurich University of Applied Sciences Pfingstweidstrasse 96 Postfach 8037 Zurich Switzerland;

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  • 原文格式 PDF
  • 正文语种 eng
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  • 关键词

    Position effects; Preference; Cuisine; Choice; Menu;

    机译：位置效果;偏爱;菜肴;选择;菜单;

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