The Influence Of Scarcity Cues And Price Bundling On Menu Item Selection
Journal of Foodservice Business Research
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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.
Availability; menu; price bundling; scarcity
Nazlan, N. H.,
Choi, C. C.
The Influence Of Scarcity Cues And Price Bundling On Menu Item Selection.
Journal of Foodservice Business Research, 21(4),