Abstract
ABSTRACTGiven the healthy eating trends and the growing popularity of Asian cuisines in the USA, this research investigates the interaction effect of gender and two types of health cues, namely core menu attribute (perceived healthiness-chicken vs. beef) and menu background color (green vs. white) on consumer attitudes toward Korean dishes. Our findings indicate that pairing a chicken dish with a green menu background leads to highly favorable attitudes among females. Males, on the other hand, exhibit similar attitudes toward chicken and beef dishes with a green background. Such gender differences are attenuated with a white (neutral) menu background.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
