The impact of an auspicious name and shape on food consumption

Abstract

The food marketing literature documents the significance of food names and shapes in promoting consumer behavior. Despite the prevalent use of auspicious connotations in restaurant service, only a few studies have examined the effect of auspicious food attributes on consumer behavior. To address this knowledge gap, the effect of food name and shape on customer attitudes and purchase intentions are examined in this study. Employing a 2 (shape: auspicious shape vs. nonauspicious shape) x 2 (name: auspicious name vs. nonauspicious name) x 2 (dish type: dessert vs. main dish) between-subjects design, this study analyzes data from 309 Chinese consumers. The results confirm the interaction effect between auspicious shapes and auspicious names on customers’ favorable attitudes and purchase intentions. Furthermore, this finding remains consistent across different types of food. This study offers important theoretical and practical implications for restaurant owners and operators.