@inbook{32f0d8f18934439e90906ccc937628ee,
title = "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 {"}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.",
keywords = "model, decisions",
author = "B. Wansink and J. Painter and {van Ittersum}, K.",
note = "ISI:000180515900045",
year = "2002",
language = "English",
series = "Advances in Consumer Research",
number = "29",
pages = "168--172",
editor = "S.M.N.K. Broniarczyk and K. Nakamoto",
booktitle = "Advances in Consumer Research Volume 29",
}