Designing Visual Menus for a Sustainable Future The Role of Non-Meat Decoys

In this study, the effect of presence an expensive non-meat menu option which is called decoy on purchase intention was investigated. The visual menus consisted of three meal options: non-meat, decoy non-meat, and meat. Additionally, the impact of menu components (main course, side dish, and price) on purchase intention was examined. For this purpose, two separate studies were conducted: an online study and an eye-tracking study. In the online study, participants were divided into two groups. The control group saw all menu options at the same price, while the intervention group saw the decoy non-meat option at a higher price. Participants were asked to select one meal from the menu. In the eye-tracking study, participants were presented with stimuli containing the decoy menu, and their eye movements (fixation duration and number) during meal preferences were analyzed