The effect of 99-ending calories and anticipated guilt on restaurant menu development strategy

Volume: 89, Pages: 102570
Published: Aug 1, 2020
Abstract
null null This study focused on the “just below calorie labeling (e.g., 199 vs. 200)” effect on consumers’ responses to purchasing indulgent foods. Based on the price context (e.g., 10.00 vs. .99), this study conducted a scenario-based online survey and found the interaction effect between anticipated guilt and the left-digit calorie effect to predict restaurant consumers’ choice of indulgent foods (i.e., hamburger advertisement with its...
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Title
The effect of 99-ending calories and anticipated guilt on restaurant menu development strategy
Published Date
Aug 1, 2020
Volume
89
Pages
102570
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