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27 November 2013 12:59 pm ,
Vol. 342 ,
The new head of the National Center for Science Education promises to "fight the good fight" against attacks on...
Analyses of the H7N9 strains isolated from four new cases show that the virus is evolving rapidly, heightening anxiety...
In 2009, Jack Szostak shared a Nobel Prize for his part in discovering the role of telomeres, the end bits of...
Science has exposed a thriving academic black market in China involving shady agencies, corrupt scientists, and...
Paper-selling agencies flourish in the aura of reputable businesses. For some scientists, it may be difficult to tell...
Featuring the first lunar rover in 40 years, Chang'e-3 is seen as an important milestone on China's quest to send a...
Data collected by satellites and floating probes have chronicled a 2-decade rise in the temperature and thickness of a...
Cholesterol, the artery-clogging molecule that contributes to cardiovascular disease, has another nasty trick up its...
- 27 November 2013 12:59 pm , Vol. 342 , #6162
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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.