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24 April 2014 11:45 am ,
Vol. 344 ,
The National Institutes of Health is revising its "two strikes" rule, which allowed researchers only one chance to...
By stabilizing the components of retromers, molecular complexes that act like recycling bins in cells, a recently...
Fossil fuels power modern society by generating heat, but much of that heat is wasted. Semiconductor devices called...
Researchers are gaining insights into what made Supertyphoon Haiyan so powerful and devastating through post-storm...
Millions around the world got a first-hand look at what it was like to be in Tacloban while it was pummeled by...
Major climate data sets have underestimated the rate of global warming in the last 15 years owing largely to poor data...
The tsetse fly is best known as the vector for the trypanosome parasites that cause sleeping sickness and a disease in...
- 24 April 2014 11:45 am , Vol. 344 , #6182
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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.