- News Home
5 December 2013 11:26 am ,
Vol. 342 ,
An animal rights group known as the Nonhuman Rights Project filed lawsuits in three New York courts this week in an...
Researchers have been hot on the trail of the elusive Denisovans, a type of ancient human known only by their DNA and...
Thousands of scientists in the Russian Academy of Sciences (RAS) are about to lose their jobs as a result of the...
Dyslexia, a learning disability that hinders reading, hasn't been associated with deficits in vision, hearing, or...
Exotic, elusive, and dangerous, snakes have fascinated humankind for millennia. They can be hard to find, yet their...
Researchers have sequenced and analyzed the first two snake genomes, which represent two evolutionary extremes. The...
Snake venoms are remarkably complex mixtures that can stun or kill prey within minutes. But more and more researchers...
At age 30, Dutch biologist Freek Vonk has built up a respectable career as a snake scientist. But in his home country,...
- 5 December 2013 11:26 am , Vol. 342 , #6163
- About Us
ScienceShot: How a Restaurant Menu Is Like a Book
1 February 2012 7:07 pm
Great reads of American literature: Moby-Dick, The Sound and the Fury, and, um, a Chili's menu. Okay, it's hardly Faulkner. But hungry diners do read menus much like they read books, researchers report online today in the International Journal of Hospitality Management. Common thinking in the restaurant business, on the other hand, suggests that consumers' gazes should jump immediately to "sweet spots." In a traditional menu, these sit just above the center of the right-hand pages, where a restaurateur might place their choicest options, from $7.99 wings to bloomin' onions. To test this idea, the team strapped pupil-tracking machines to 25 faux foodies reading a menu as if ready to order. And, it turns out, their eyes didn't linger on any one spot in the listing. Instead, the subjects scanned the menus in a familiar manner (see diagram), from left-to-right and top-to-bottom. Still, they did seem to avoid one section in the menu: the salads.
See more ScienceShots.