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.
|Title of host publication||Advances in Consumer Research Volume 29|
|Editors||S.M.N.K. Broniarczyk, K. Nakamoto|
|Publication status||Published - 2002|
|Name||Advances in Consumer Research|