The Effect of Option Framing of Menu on Consumer Decision

• Main Authors: Cho-Shan Huang, 黃琢珊
• Other Authors: Chien-Chung Chen
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/73088541534628621686

碩士 === 世新大學 === 觀光學研究所(含碩專班) === 94 === Abstract Menu is the primary marketing tool in any restaurant. With marketing following the customized trend, customers are more and more often allowed to decide forms, arrangement of product, to choose voluntarily, and to create merry dining atmosphere. Therefore different option-framing methods and pleasant dining atmosphere are playing more important role in customer’s choices. Based on the abovementioned information, the research focuses on menus to investigate two option-framing methods, subtractive option framing (–OF) and adding option framing (+OF), and the impact of customer’s positive and negative emotions on his/her satisfaction and decision. This research adapts between-subjects factorial design and uses option-framing methods (–Of and +OF), customer’s dining mood (positive emotion/negative emotion) as independent variables and customer’s psychological response (satisfaction of choice) and purchase policy ( numbers of choices) as dependant variables. Each experimental scenario has four (2×2) menus for marketing to test their relationship between examinees. In terms of products, menus that were actually used in restaurants were chose. Based on statistics, the findings show: -OF is the better option-framing method than +OF that results in higher expanse with less negative satisfaction. Customer’s positive dining mood results in higher expanse and stronger positive satisfaction than negative dining mood. Therefore with –OF, more profit and less negative satisfaction of customers would be yielded.