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Area of Science:

  • Consumer Psychology
  • Behavioral Economics
  • Nutritional Science

Background:

  • Restaurant menu design influences consumer choices, with low-calorie options and visual cues potentially promoting healthier eating.
  • However, the impact of these strategies on consumer emotions and behavioral intentions, particularly across varying levels of health consciousness, remains underexplored.

Purpose of the Study:

  • To investigate how "optimal defaults" (low-calorie options) and visual cues affect anticipated pleasure and order intention.
  • To examine these effects in relation to consumers' differing levels of health concern.

Main Methods:

  • A randomized experiment with 636 US adults simulated a fast-food drive-through experience.
  • Participants viewed menus with "optimal combos" (low-calorie defaults), "traditional combos" (high-calorie defaults), or "create-your-own combos", with or without photos.
  • Anticipated pleasure, order intention, and health concern were measured using Likert scales.

Main Results:

  • Optimal combos negatively impacted anticipated pleasure and order intention compared to choice combos.
  • Photos altered order intention for optimal combos, decreasing it for those with lower health concern but increasing it for those with higher health concern.
  • Photos did not influence anticipated pleasure across any health concern level.

Conclusions:

  • The negative psychological impact of "optimal defaults" on consumer choice needs careful consideration in menu engineering.
  • Visual cues can be a strategic tool to moderate the adverse effects of default options, with effectiveness varying by consumer health concern.
  • Menu designers should leverage visual cues judiciously to balance health promotion with consumer experience.