How descriptive menu labels influence attitudes and repatronage

B. Wansink, J. Painter, K. van Ittersum

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review


How do descriptive menu labels influence customers? In a six-week 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.
Original languageEnglish
Title of host publicationAdvances in Consumer Research Volume 29
EditorsS.M.N.K. Broniarczyk, K. Nakamoto
Publication statusPublished - 2002

Publication series

NameAdvances in Consumer Research


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