Nudged to a menu position: the role of “I’m Loving It”!

Reijnen, E.; Kühne, S. J.; von Gugelberg, H. M.; Crameri, A.

doi:10.1007/s10603-019-09413-4

Please use this identifier to cite or link to this item: https://doi.org/10.21256/zhaw-17969

Publication type:	Article in scientific journal
Type of review:	Peer review (publication)
Title:	Nudged to a menu position: the role of “I’m Loving It”!
Authors:	Reijnen, E. Kühne, S. J. von Gugelberg, H. M. Crameri, A.
et. al:	No
DOI:	10.1007/s10603-019-09413-4 10.21256/zhaw-17969
Published in:	Journal of Consumer Policy
Volume(Issue):	42
Issue:	3
Page(s):	441
Pages to:	453
Issue Date:	2019
Publisher / Ed. Institution:	Springer
ISSN:	0168-7034 1573-0700
Language:	English
Subjects:	Position effect; Preference; Cuisine; Choice; Menu
Subject (DDC):	150: Psychology
Abstract:	The position of food items on supermarket shelves or dishes on restaurant menus seems to influence consumers’ choices. However, it is still unclear which position is the most favourable, respectively which factor can explain the variety of different position effects observed (e.g., centre-stage effect). We assume that this factor is based on whether or not “your love” (or your preference) for the cuisine of the restaurant (e.g., Italian) where you have dinner plays a role regarding your dish choice or not. Hence, in a computer-based study, participants had to choose dishes, appetizers, entrées and desserts from menus whose cuisine they most (e.g., Italian) or least preferred (e.g., Japanese). We found that regarding the meal type entrées, preference indeed played a role. Regarding menus from their most preferred cuisine, participants chose significantly more often entrées positioned in the centre of the menu. No such effect could be found regarding menus from their least preferred cuisine. Regarding the meal type appetizer, preference did not seem to play a role; hence, participants did, regarding both preferences, choose more appetizers positioned at the top of the menu. Regarding desserts, no effects could be found. A developed theoretical framework tries to illustrate how preference comes into play, by changing the way the dishes within a meal type are perceived, and hence modulates the different position effects observed. The framework should provide choice architects with guidelines about where they could place healthier dishes on a menu to fight the current overweight and obesity crisis.
Further description:	Erworben im Rahmen der Schweizer Nationallizenzen (http://www.nationallizenzen.ch)
URI:	https://digitalcollection.zhaw.ch/handle/11475/17969
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Restricted until:	2024-05-26
Departement:	Applied Psychology
Organisational Unit:	Psychological Institute (PI)
Appears in collections:	Publikationen Angewandte Psychologie

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Reijnen, E., Kühne, S. J., von Gugelberg, H. M., & Crameri, A. (2019). Nudged to a menu position: the role of “I’m Loving It”! Journal of Consumer Policy, 42(3), 441–453. https://doi.org/10.1007/s10603-019-09413-4

Reijnen, E. et al. (2019) ‘Nudged to a menu position: the role of “I’m Loving It”!’, Journal of Consumer Policy, 42(3), pp. 441–453. Available at: https://doi.org/10.1007/s10603-019-09413-4.

E. Reijnen, S. J. Kühne, H. M. von Gugelberg, and A. Crameri, “Nudged to a menu position: the role of “I’m Loving It”!,” Journal of Consumer Policy, vol. 42, no. 3, pp. 441–453, 2019, doi: 10.1007/s10603-019-09413-4.

REIJNEN, E., S. J. KÜHNE, H. M. VON GUGELBERG und A. CRAMERI, 2019. Nudged to a menu position: the role of “I’m Loving It”! Journal of Consumer Policy. 2019. Bd. 42, Nr. 3, S. 441–453. DOI 10.1007/s10603-019-09413-4

Reijnen, E., S. J. Kühne, H. M. von Gugelberg, and A. Crameri. 2019. “Nudged to a Menu Position: The Role of “I’m Loving It”!” Journal of Consumer Policy 42 (3): 441–53. https://doi.org/10.1007/s10603-019-09413-4.

Reijnen, E., et al. “Nudged to a Menu Position: The Role of “I’m Loving It”!” Journal of Consumer Policy, vol. 42, no. 3, 2019, pp. 441–53, https://doi.org/10.1007/s10603-019-09413-4.