Writing restaurant menu descriptions: The influence of word choice on consumer behavior

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2024-09-14 DOI:10.1016/j.ijhm.2024.103923

Carl Behnke , Sean (Sangwon) Jung , Yunmei (Mabel) Bai

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Abstract

This study examined the influence of words used in restaurant menu descriptions. Menu descriptions are typically short, communicating a great deal of information in a brief statement. Understanding the types of words that resonate most with consumers addresses a gap in menu research. Correspondingly, this study assessed how consumers process menu words to minimize ordering risk by applying a choice-based conjoint analysis approach utilizing word attributes and levels. 1500 participants were recruited to simultaneously evaluate multiple menu description variations. Findings noted that words can be classified as hedonic (emotional) or utilitarian (functional) and that utilitarian words can be further sub-categorized as experiential or descriptive. Findings support a hierarchy of word influence, and add to research literature, specifically menu design. The practical implications are that restaurateurs can improve their menu descriptions by utilizing words drawn from the most influential categories as a means of mitigating consumer anxiety.

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撰写餐厅菜单说明：选词对消费者行为的影响

本研究探讨了餐厅菜单描述中所用词语的影响。菜单描述通常很短，在简短的陈述中传达大量信息。了解最能引起消费者共鸣的词语类型可以弥补菜单研究的不足。因此，本研究采用基于选择的联合分析方法，利用词语的属性和级别，评估消费者如何处理菜单词语，以最大限度地降低点餐风险。研究招募了 1500 名参与者，让他们同时评估多种菜单描述变化。研究结果表明，词语可分为享乐型（情感型）和功利型（功能型），功利型词语又可细分为体验型和描述型。研究结果支持词语影响的层次结构，并为研究文献（特别是菜单设计）增添了新的内容。研究的实际意义在于，餐馆老板可以通过使用最具影响力的词来改善菜单描述，从而减轻消费者的焦虑。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.