Abstract
Some studies have shown that figurative cues, presented in the immediate environment of an individual, have affected his/her later behavior. This effect was applied to consumer behavior. In a restaurant, various figurative cues related to the sea (a boat or a sailor figurine, a napkin with a picture of a boat and poetry related to the sea) or no cues (control condition) were present in the environment of the patrons. The results show that figurative cues related to the sea increased the consumption of fish dishes.
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