Abstract
This study examined the influence of words used in restaurant menu descriptions. Menu descriptions are typically short, communicating a great deal of information in a brief statement. Understanding the types of words that resonate most with consumers addresses a gap in menu research. Correspondingly, this study assessed how consumers process menu words to minimize ordering risk by applying a choice-based conjoint analysis approach utilizing word attributes and levels. 1500 participants were recruited to simultaneously evaluate multiple menu description variations. Findings noted that words can be classified as hedonic (emotional) or utilitarian (functional) and that utilitarian words can be further sub-categorized as experiential or descriptive. Findings support a hierarchy of word influence, and add to research literature, specifically menu design. The practical implications are that restaurateurs can improve their menu descriptions by utilizing words drawn from the most influential categories as a means of mitigating consumer anxiety.
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