文献类型：期刊文献

英文题名：Attention to Chinese menus with metaphorical or metonymic names: An eye movement lab experiment

作者：Chen, Xianglan[1];Ren, Hulin[2];Liu, Yamin[1];Okumus, Bendegul[3];Bilgihan, Anil[4]

第一作者：Chen, Xianglan

通讯作者：Chen, XL[1]

机构：[1]Univ Int Business & Econ, Sch Int Studies, 10 Huixin East Rd Chaoyang Dist, Beijing, Peoples R China;[2]Beijing Union Univ, Coll Biochem Engn, 18 Fatou Xili Chaoyang Dist, Beijing, Peoples R China;[3]Univ Cent Florida, Rosen Coll Hospital Management, 9907 Universal Blvd, Orlando, FL 32819 USA;[4]Florida Atlantic Univ, 777 Glades RoadBoca Raton, Boca Raton, FL 33431 USA

第一机构：Univ Int Business & Econ, Sch Int Studies, 10 Huixin East Rd Chaoyang Dist, Beijing, Peoples R China

通讯机构：[1]corresponding author), Univ Int Business & Econ, Sch Int Studies, 10 Huixin East Rd Chaoyang Dist, Beijing, Peoples R China.

年份：2020

卷号：84

外文期刊名：INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT

收录：;Scopus(收录号：2-s2.0-85067460330);WOS:【SSCI(收录号:WOS:000503323100005)】；

基金：CHANGE IT TO: We are grateful for the financial support provided by Planning Funds of Beijing Key Project of Philosophy and Social Science16YYA005, Beijing China and also University Project20180011. University of International Business and Economics, Beijing, China

语种：英文

外文关键词：Dining out; Food; Restaurant menu; Metaphor and metonymy; Eye movement; Attention capture

摘要：Food is as cultural as it is practical, and names of dishes accordingly have cultural nuances. Menus serve as communication tools between restaurants and their guests, representing the culinary philosophy of the chefs and proprietors involved. The purpose of this experimental lab study is to compare differences of attention paid to textual and pictorial elements of menus with metaphorical and/or metonymic names. Eye movement technology was applied in a 2 x 3 between-subject experiment (n = 40), comparing the strength of visual metaphors (e.g., images of menu items on the menu) and direct textual names in Chinese and English with regard to guests' willingness to purchase the dishes in question. Post-test questionnaires were also employed to assess participants' attitudes toward menu designs. Study results suggest that visual metaphors are more efficient when reflecting a product's strength. Images are shown to positively influence consumers' expectations of taste and enjoyment, garnering the most attention under all six conditions studied here, and constitute the most effective format when Chinese alone names are present. The textual claim increases perception of the strength of menu items along with purchase intention. Metaphorical dish names with bilingual (i.e., Chinese and English) names hold the greatest appeal. This result can be interpreted from the perspective of grounded cognition theory, which suggests that situated simulations and re-enactment of perceptual, motor, and affective processes can support abstract thought. The lab results and survey provide specific theoretical and managerial implications with regard to translating names of Chinese dishes to attract customers' attention to specific menu items.