Nudged to a Menu Position: The Role of “I’m Loving It”!

E. Reijnen (), S. J. Kühne, H. M. Gugelberg and A. Crameri
Additional contact information
E. Reijnen: ZHAW Zurich University of Applied Sciences
S. J. Kühne: ZHAW Zurich University of Applied Sciences
H. M. Gugelberg: ZHAW Zurich University of Applied Sciences
A. Crameri: ZHAW Zurich University of Applied Sciences

Journal of Consumer Policy, 2019, vol. 42, issue 3, No 6, 453 pages

Abstract: Abstract 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, entrées and desserts from menus whose cuisine they most (e.g., Italian) or least preferred (e.g., Japanese). We found that regarding the meal type entrées, preference indeed played a role. Regarding menus from their most preferred cuisine, participants chose significantly more often entrées 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.

Keywords: Position effects; Preference; Cuisine; Choice; Menu (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s10603-019-09413-4 Abstract (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:jcopol:v:42:y:2019:i:3:d:10.1007_s10603-019-09413-4

Ordering information: This journal article can be ordered from
http://www.springer. ... es/journal/10603/PS2

DOI: 10.1007/s10603-019-09413-4

Access Statistics for this article

Journal of Consumer Policy is currently edited by Hans Micklitz, John Thøgersen, Lucia A. Reisch, Alan Mathios and Christian Twigg-Flesner

More articles in Journal of Consumer Policy from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().