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.


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.


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


NA - Advances in Consumer Research Volume 29 | 2002

Share Proceeding

Featured papers

See More


Finding Happiness in Meaning and Meaning in Happiness: Where, When, and For Whom Happiness and Meaning Converge

Rhia Catapano, Stanford University, USA
Jordi Quoidbach, ESADE Business School, Spain
Cassie Mogilner, University of California Los Angeles, USA
Jennifer Aaker, Stanford University, USA

Read More


Moral Arguments Are Most Persuasive in Changing Attitudes of Opponents of Genetically Modified Foods

Sydney Scott, Washington University, USA
Yoel Inbar, University of Toronto, Canada
Paul Rozin, University of Pennsylvania, USA

Read More


H7. Too Risky to Be Luxurious: Stigmatized Luxury Product Attributes Can Weaken or Increase Social Risk to Determine Conspicuous Consumption

Jerry Lewis Grimes, Grenoble Ecole de Management
Yan Meng, Grenoble Ecole de Management

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.