The Effect of Menu Presentation Characteristics on Consumer Food Choices

Jing Lei, University of Melbourne, Australia
Ying Jiang, University of Ontario Institute of Technology, Canada
Catharinna Cao, Mars Australia, Australia
This research examines how menu presentation characteristics such as the number of healthy versus unhealthy options, separate versus mixed presentation of healthy and unhealthy options, and text versus picture presentation format influence consumers’ food choices. We discuss the results from an experimental study and its implications.
[ to cite ]:
Jing Lei, Ying Jiang, and Catharinna Cao (2012) ,"The Effect of Menu Presentation Characteristics on Consumer Food Choices", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1137-1137.