Menu Price Presentation Influences on Consumer Purchase Behavior in Restaurants

dc.contributor.authorYang, Sybil S.
dc.contributor.authorKimes, Sheryl E.
dc.contributor.authorSessarego, Mauro M.
dc.description.abstractEmpirical 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.
dc.description.legacydownloadsKimes14_Menu_price.pdf: 3171 downloads, before Aug. 1, 2020.
dc.rightsRequired 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
dc.rightsThis version of the work is released under at Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. Reprinted with permission. All rights reserved.
dc.subjectmenu design
dc.subjectprice format
dc.subjectmenu psychology
dc.subjectdollar sign
dc.subjectrestaurant consumer behavior
dc.subjectprice presentation
dc.titleMenu Price Presentation Influences on Consumer Purchase Behavior in Restaurants
local.authorAffiliationYang, Sybil S.: Cornell University
local.authorAffiliationKimes, Sheryl E.: Cornell University School of Hotel Administration
local.authorAffiliationSessarego, Mauro M.: Culinary Institute of America


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