| Author: | Xing, Yuqing |
| Title: | Explore the application of psychological contagion effect in menu design to investigate healthy food decision-making patterns of children |
| Advisors: | Li, Mimi (SHTM) |
| Degree: | M.Sc. |
| Year: | 2022 |
| Subject: | Menu design Children -- Nutrition -- Psychological aspects Food preferences Restaurants Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | ix, 98 pages : color illustrations |
| Language: | English |
| Abstract: | The prevalence of childhood obesity and overweight continues to be a vital research topic and a pressing public health issue since children now consume more meals prepared away from home than ever. The problem is also prevalent in Hong Kong. As a result, restaurants are generally regarded as significant contributors to childhood obesity and overweight. In response, menu labelling has become a widely used tool for menu engineering to encourage healthier food choices. However, this calorie salience nudge could lead people to decide against their best interests and cause "emotional taxes." Consequently, an innovative concept known as the ‘psychological contagion effect’ offers new insights into menu design and is predicted to affect how children make food choices. However, scant guidance is available regarding applying the psychological contagion effect to menu design. To address this gap, the study examines the psychological contagion effect by applying it to menu design to determine whether children make decisions regarding healthy diets based on perceived contagion effects. Children aged 7-12 years old who live in Hong Kong comprised the sample of this study. Several data types were collected throughout this study, including visual attention, menu choices, family communication styles, socialization levels, and children’s cognition of healthy eating, using an eye-tracking technique with a semi-structured interview and a post-study questionnaire. Interestingly, the study revealed that positive psychological contagion effects were ineffective in promoting healthy eating habits among children. In turn, it might cause them to become distracted from the items provided on the menu. Through these findings, the study provides new theoretical insights into menu engineering from the consumer’s perspective by exploring the psychological influence of menu design on consumer behavior. Additionally, academic scholars and practitioners have been provided with a unique method of observing both the process and outcome of consumers’ behavior at the point of purchase. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 6869.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.86 MB | Adobe PDF | View/Open |
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