Title

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

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

UNLV article access

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