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13 March 2014 11:08 am ,
Vol. 343 ,
In the shadow of the crisis in Crimea, Ukrainian legislators are weighing a pair of science and education bills that...
Researchers dependent on government funding would face a flat future under the White House's $3.9 trillion budget...
Reservoirs of cells that harbor HIV DNA woven into human chromosomes have become the bane of researchers trying to cure...
Geochemists have now incorporated in their models some details of the way naturally acidic rainwater dissolves rock...
Schizophrenia is a devastating mental disorder that afflicts about 1% of the world's population at one time or another...
Surface tension is a force to be reckoned with, especially if you are small. It enables a water strider to skate along...
- 13 March 2014 11:08 am , Vol. 343 , #6176
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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.