How Descriptive Menu Labels Influence Attitudes and Repatronage

ABSTRACT - How do descriptive menu labels influence customers? In a six-week field experiment involving 140 customers, descriptive menu labels (such as AGrandma’s zucchini cookies@ or Asucculent Italian seafood filet@) increased sales by 27% and improved attitudes towards the food, attitudes towards the restaurant, and intentions towards repatronage. Such labels did not, however, directly increase the amount a person is willing to pay for the labeled item. If descriptive labels are used sparingly and appropriately, they can improve sales and post-consumption attitudes of the food and the restaurant.



Citation:

Brian Wansink, James Painter, and Koert van Ittersum (2002) ,"How Descriptive Menu Labels Influence Attitudes and Repatronage", in NA - Advances in Consumer Research Volume 29, eds. Susan M. Broniarczyk and Kent Nakamoto, Valdosta, GA : Association for Consumer Research, Pages: 168-172.

Authors

Brian Wansink, University of Illinois at Urbana-Champaign
James Painter, University of Illinois at Urbana-Champaign
Koert van Ittersum, Wageningen University, University of Illinois at Urbana-Champaign



Volume

NA - Advances in Consumer Research Volume 29 | 2002



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