Hiding the Food From Your Customers: Use of Surprise in Food Presentation

We examine how food presentation style (stacking food vertically vs. laying food horizontally on plates) affects consumers’ likelihood of ordering a dish. Results indicate that consumers are more likely to order a vertically than horizontally presented dish, and it is mediated by the pleasant surprise consumers anticipate from the former.


Hua (Olivia) Lian and Jennifer Argo (2013) ,"Hiding the Food From Your Customers: Use of Surprise in Food Presentation ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


Hua (Olivia) Lian, University of Alberta, Canada
Jennifer Argo, University of Alberta, Canada


NA - Advances in Consumer Research Volume 41 | 2013

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