Title

How Descriptive Menu Labels Influence Attitudes and Repatronage.

Authors

Wansink, Brian; Painter, James; van Ittersum, Koert

Abstract

How do descriptive menu labels influence customers? In a sixweek field experiment involving 140 customers, descriptive menu labels (such as "Grandma's zucchini cookies" or "succulent 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.

Subjects

LABELS; CUSTOMER satisfaction

Publication

Advances in Consumer Research, 2002, Vol 29, Issue 1, p168

ISSN

0098-9258

Publication type

Conference Proceeding