[Research Seminar 2018.07.18]The First Option Effect: The First-As-Recommended Inference on Menu Choice

2018년도 7월 2차 연구세미나 공지 (Notice of Research Seminar 2, July)
2018년 7월 17일
“제2회 육목 SW 알고리즘 경진대회”
2018년 7월 23일

[Research Seminar 2018.07.18]The First Option Effect: The First-As-Recommended Inference on Menu Choice

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Jung Keun Kim, Senior Lecturer

Auckland University of Technology

 

 

Abstract:
The present research suggests that consumers possess position-based beliefs about menu layout, and use them strategically in making a food choice. We propose that consumers generally believe that the option listed at the first of the menu as the most recommended option by the menu designer, and this inference leads consumers’ tendency to choose the first option more often than other options. Our findings provide the first empirical evidence for the first option effect based on first-as-recommended intuition. Moreover, this research further demonstrates that the presence of the first option effect when considering both individual and situational factors. This research adds onto the literature on position effect by demonstrating that the preference for the edge option, such as the first option, can be derived from implicit interaction between customers and marketers based on position-based inferences. The findings provide useful tip to marketers on how to decide where to position their most profitable dish.