The Influence Of Scarcity Cues And Price Bundling On Menu Item Selection

Authors

N H. Nazlan, UiTM Cawangan Selangor Kampus Puncak AlamFollow
S Tanford, University of Nevada, Las VegasFollow
C Raab, University of Nevada, Las VegasFollow
C CB Choi, University of Nevada, Las VegasFollow

Document Type

Article

Publication Date

1-1-2018

Publication Title

Journal of Foodservice Business Research

Publisher

Routledge

Volume

21

Issue

4

First page number:

420

Last page number:

439

Abstract

Judgmental heuristics are applied in an experiment investigating the influence of availability cues on restaurant purchase decisions. Participants evaluated menu items in a restaurant scenario that manipulated scarcity cues, bundling, and price. The findings indicate that server scarcity influences food choice more than menu scarcity. Bundled pricing reduces selection of a limited quantity item compared to a la carte pricing. Participants will pay more for a scarce item with a scarcity message delivered by the server. The findings suggest that restaurants can promote menu items effectively through server delivery, but those items should not be part of a price bundle. © 2018 Taylor & Francis.

Keywords

Availability; menu; price bundling; scarcity

Language

English

Repository Citation

Nazlan, N. H., Tanford, S., Raab, C., Choi, C. C. (2018). The Influence Of Scarcity Cues And Price Bundling On Menu Item Selection. Journal of Foodservice Business Research, 21(4), 420-439. Routledge.
http://dx.doi.org/10.1080/15378020.2018.1440129