eCommons

 

Menu Price Presentation Influences on Consumer Purchase Behavior in Restaurants

Other Titles

Abstract

Empirical research on menu design and price presentation thus far has focused primarily on attitudinal affects on consumers and not necessarily on actual purchase behavior. This experiment uses price presentation manipulations to determine what price formats may affect consumer purchase behavior. Overall, price presentation was not found to be a significant predictor of consumer spending in an upscale restaurant environment. However, results did show a significant reduction in spending when formats with monetary cues such as the word ''dollars" or the symbol ''$" were used. In addition, no significant spending differences between numerical and scripted presentation formats were found.

Journal / Series

Volume & Issue

Description

Sponsorship

Date Issued

2009-03-01

Publisher

Keywords

menu design; price format; menu psychology; dollar sign; restaurant consumer behavior; price presentation

Location

Effective Date

Expiration Date

Sector

Employer

Union

Union Local

NAICS

Number of Workers

Committee Chair

Committee Co-Chair

Committee Member

Degree Discipline

Degree Name

Degree Level

Related Version

Related To

Related Part

Based on Related Item

Has Other Format(s)

Part of Related Item

Related To

Related Publication(s)

Link(s) to Related Publication(s)

References

Link(s) to Reference(s)

Previously Published As

Government Document

ISBN

ISMN

ISSN

Other Identifiers

Rights

Required Publisher Statement: © Elsevier. Final version published as: Yang, S. S., Kimes, S. E., & Sessarego, M. M. (2009). Menu price presentation influences on consumer purchase behavior in restaurants. International Journal of Hospitality Management, 28(1), 157-160. doi:10.1016/j.ijhm.2008.06.012
This version of the work is released under at Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. Reprinted with permission. All rights reserved.

Rights URI

Types

article

Accessibility Feature

Accessibility Hazard

Accessibility Summary

Link(s) to Catalog Record