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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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