Report: $ or Dollars - Effects of Menu-price Formats on Restaurant Checks | Cornell Center for Hospitality Research
Abstract: Empirical research on menu design and price presentation has focused primarily on menus’ effects on consumers’ attitudes, and not necessarily on actual purchase behavior. This study examines how customers reacted to menus’ price formatting in terms of actual sales, as measured by check totals for lunch at St. Andrew’s, the restaurant at the Culinary […]
