• Journal of the East Asian Society of Dietary Life
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• v.20 no.6
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• pp.1008-1017
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• 2010

The current study aims to determine the effects of descriptive menu labels on customers' purchase intentions in a restaurant setting. The research identified the importance of information provided by the menu labels as well as how the different types of descriptive menu labels affect patrons' purchase intentions in an American-style restaurant. The subjects evaluated in this study were foreign clients who frequented the Western cuisine restaurant in the United States Forces Korea. A total of 351 questionnaires were analyzed by factor analysis, analysis of variance (ANOVA), and regression analysis by means of SPSS 15.0. As a result, it was found that comprehension of menu and price were the most necessary pieces of information for customers encountering menu labels, and sensory type of descriptive menu labels was the most preferred. In addition, differences in the purchase intentions of customers in response to different types of descriptive menu labels suggests that there were more statistically significant differences in the perception of purchase intention among descriptive labels as compared to usual menu labels.

• Culinary science and hospitality research
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• v.14 no.1
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• pp.107-122
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• 2008

The purpose of this study is to analyze the effects of the presenting type of menu labels(regular/descriptive) and knowledge level(high/low) on the advertisement(Ad) comprehension, attitude toward the Ad, attitude toward the brand, purchase intentions. For that reasons, 157 university students who are majoring in food-service management or culinary arts were conveniently selected as sample for $2{\times}2$ factorial design. A final sample of 153 responses were deemed usable and then two-way ANOVA was used for statistical analysis. The findings are as follows. First, there were significant differences between the presenting types of menu labels and communication effects including the Ad comprehension, attitude toward the Ad, attitude toward the brand, purchase intentions. It can be known that descriptive menu labels showed higher communication effects than regular menu labels. Second, there were significant differences between the knowledge levels and communication effects including the Ad comprehension, attitude toward the Ad, and purchase intention but not in attitude toward the brand. It can be known that consumers with relatively high knowledge levels showed higher the Ad comprehension, attitude toward the Ad, purchase intention than consumers with low knowledge levels. The results of this study can be used as data for more effective menu marketing and basic of further empirical study for effectiveness of menu labels.

• Journal of the Korean Dietetic Association
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• v.24 no.2
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• pp.159-168
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• 2018

Children's exposure to various vegetables has been associated with higher preferences and intake of vegetables. Attractive names have been reported to increase children's vegetable intake in school lunches. This study hypothesized that the number of vegetables identified correctly may be used as a measure of exposure to vegetables. The survey was administered to students (n=368) at an elementary school located in Gyeonggi-do to determine the association of number of vegetables identified correctly with factors regarding vegetable intakes and effects of descriptive menu names on consumption intentions in school lunches. Students were asked to identify the correct names for nine vegetables and rate their desire to eat six vegetable dishes labeled with general names and two different descriptive names. Descriptive menu names did not consistently increase subjects' desire to eat vegetables compared to general menu labels. Children who ate two vegetable dishes and more per meal tended to identify the names of more vegetables than those who ate less, without reaching statistical significance (P=0.057). Moreover, 5th graders who answered that they ate more than two vegetable dishes each meal had significantly higher scores in identifying vegetable names than those who did rarely (P<0.05). There was no significant association between the number of correctly identified vegetable names and children's vegetable preferences and frequency of being served vegetable dishes. Mother's vegetable preference showed a significant positive association with vegetable preferences of children (r=0.147, P<0.01) and fathers (r=0.340, P<0.01) as well as the number of correctly identified vegetables by children (r=0.183, P<0.01). The results of this study cannot support the advantage of descriptive menu labels over general menu labels. However, it suggests that the number of correctly identified vegetable names could serve as a measure of children's exposure to vegetables associated with factors regarding vegetable intake.