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The Pyrenean ibex, an impressive mountain goat that lived in the central Pyrenees in Spain, went extinct in 2000. But a...
Tight budgets are forcing NASA to consider turning off one or more planetary science projects that have completed their...
Ebola is not a stranger to West Africa—an outbreak in the 1990s killed chimpanzees and sickened one researcher. But the...
In an as-yet-unpublished report, an international panel of geoscientists has concluded that a pair of deadly...
Tropical disease experts tried and failed before to eradicate yaws, a rare disfiguring disease of poor countries. Now,...
Since 2002, researchers have reported that agricultural communities in the hot and humid Pacific Coast of Central...
Balkan endemic kidney disease surfaced in the 1950s and for decades defied attempts to finger the cause. It occurred...
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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.