Psychology in Decision Making

Basset Hound · BBQ Fan Joined: 13 Feb 2009 Posts: 222 Location: D/FW

This question is something I have been thinking about while reading question posted by those starting their businesses. I guess it could be applicable to those who already have. I apologize if this belongs in another forum or is off topic.

Are (did) you take into consideration the psychological effects of your decisions on things such as colors of walls, plates, glass sizes/shapes, and food descriptions in the start up of your business?

A few examples:

- The color red stimulates the appetite.

- People who drink from short, fat glasses drink twice as much as those who use tall, slender glasses�even when the glasses hold the same volume. - Psychology Today

-People rate desserts with dramatic names higher than simple "chocolate cake," even if the two are identical. - Psychology Today

Once again I apologize if it is off topic but curiosity is getting me!

B.H.
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Virginia Q · Posted: Mar 12 2009 Post subject:

Those things may be a factor but I would be curious as to what level of "significance" (both statistically and functionally). Haven't looked at the magazine in a long while but historically it was not necessarily considered an academic journal.

Terry
BA, MS, LPC (psychology)
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Virginia Q
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Basset Hound · BBQ Fan Joined: 13 Feb 2009 Posts: 222 Location: D/FW

Virginia Q,

I respect your answer and will take it as the truth regarding the magazine as I am not a psychologist. Some of the articles did seem odd! They study listed was from the American Journal of Clinical Nutrition and was published in that magazine.

A lot of this stems from when my parents started their deli in the early 90's and my dad making a big deal about the colors of things like aprons, signage, and the walls. My interest was further raised after I had to read Why People Buy by John O'Shaughnessy in college. Couple that with several courses I took that dealt heavily in planograming and I really believe in that psychology has a lot to do with our consumer behavior.

That is the basis of why I proposed this question to see if anybody else believes has or are taking this information into their establishments.

Here is a link to study funded by University of Illinois regarding the visual cues of of portion size and consumption. I would like to see a follow up with different methodology but interesting no less.

http://mindlesseating.org/pdf/downloads/Bottomless_Soup-OR_2005.pdf

B.H.
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"Ribs. I had ribs for lunch, that's why I'm doing this." - Ron Burgundy

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Texman · Last edited by Texman on Mar 13 2009; edited 1 time in total

marvsbbq · BBQ All Star Joined: 15 May 2005 Posts: 6186

Great topic indeed!!

I have no experience in any of this but have read publications and view informational materials that make your statements/questions relevant to the restaurant industry.

Just like walking into most any chain store, the smells (especially the smells) and displays are positioned so-so for a reason.

Smells.... Let's take a bakery for instance. If you walk into (or near) a bakery the smell of fresh baked bread draws you in even more and makes you hungry for anything fresh baked.....economics 101.

Take a barbecue restaurant now....If I walk in or even NEAR a barbecue restaurant and SMELL that SMELL of smoke (cooking anything or not Shocked

), I WANT to eat anything barbecued.

On the other hand, if I walk near a barbecue restaurant and do NOT smell the smoke, I have no interest in eating there and ESPECIALLY if I walk INTO a barbecue restaurant and do not smell barbecue....I am OUT OF THERE!!

Colors.....I don't know, but I am sure you have some good points there too.

All in all.........more study needed on my part....bring on the food Laughing

Texman · Posted: Mar 13 2009 Post subject:

Marv, defining colors that keys to a product is fun - tiring, but rewarding.

To identify a product name is tough, for food.

What's funny is how many non-names, or non-meaning names are successful (Non-food) like Amazon, Google, Ebay, Fandango etc. Who would of ever thought?

Harry Nutczak · Posted: Mar 13 2009 Post subject:

I feel that where items are placed on the menu is important also.

We have a hotel restaurant here that has been a failure since they opened 8 years ago, the food has been wonderful, but sitting at the bar or in the dining room feels very uncomfortable. I cannot figure what it is about the place, but several people get a very insecure feeling in the place. Guest's will get food to go, and sit in the lobby and eat becuase of it.

there is a casino consultant that has published a book about setting up a casino better. he studied several casino's in the major gambling cities, and took notes of the busier places and the slow places in each casino and noticed trends. he got a few casino's to hire him to redecorate and promised at least a 20% increase in 1 month. He succeeeded. So I also believe atmosphere has as much to do with anything else when it comes to increasing sales
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Texman · Posted: Mar 13 2009 Post subject:

Harry you are correct related to a pleasing environment. We have no experience in that field, but have Japanese and Taiwanese clients that swear by it, from which direction the front door is facing (office, restaurant etc.), to how a hard copy presentation is made etc. They have a term for it � I think its Chi, or something like that.

Considering all of the non-names companies like Amazon, Ebay etc. � brands. Is there a non-name brand that would fit for a fully cooked pork chop? Humorous examples accepted.

RodinBangkok · Posted: Mar 13 2009 Post subject:

Basset Hound · BBQ Fan Joined: 13 Feb 2009 Posts: 222 Location: D/FW