Quantitative Analysis of Positive and Negative Feelings in the Menu Selection Behavior of Consumers

Abstract

This study focuses on consumers' emotional states (both positive and negative) and analyzes the effect that consumers' emotional states have on their menu selection behavior, along with the impact that this has on how messages (fuzzy messages) are received. To achieve this, we first test subjects by evoking certain feelings through the application of different stimuli. For positive feedback, we play music to test the subjects; for negative feedback, we expose the subjects to a noise source. Next, we conduct a questionnaire on the attractiveness of a restaurant menu using the menu profile designed by the L₈(2⁷) type orthogonal array of the experimental design method, and analyze the collected data.