The effect of restaurant lighting on food selection from the menu

Year 2020, Volume: 6 Issue: 1, 54 - 66, 01.04.2020

Esra Şahin , İrfan Yazıcıoğlu

https://doi.org/10.24289/ijsser.679048

Abstract

The aim of this research is to investigate the effect of lighting, which is one of the restaurant ambiance factors, on the food choices from the menu by using neuromarketing tools. An experimental research model has been developed to contribute to the theoretical foundations of the subject. The research was conducted in a fine-dining restaurant in Istanbul with 13 volunteer participants who were chosen by using snowball sampling technique. The same menu was shown to the participants in dim light (25 lux) and bright light (250 lux) and participants were asked to choose from the menu. The research was carried out by combining the data obtained through a pioneering approach via EEG, GSR and eye tracking devices. The results obtained through the neurometric data according to the participants’ acclaim, attention, memory and evaluation scores and heat maps were supported by statistical analysis. The research is expected to provide a theoretical contribution to the literature and to help businesses marketing activities.

Keywords

eye tracking, Neuromarketing, lighting, restaurant, menu

Restoran aydınlatmasının menüden yemek seçimine etkisi

Abstract

Bu araştırmanın amacı; restoran ambiyans faktörlerinden olan aydınlatmanın menüden yemek seçimine olan etkisini, nöropazarlama araçlarını kullanarak araştırmaktır. Konunun teorik temellerine katkı sağlamak amacıyla deneysel bir araştırma modeli geliştirilmiştir. Araştırma kartopu örnekleme yöntemi ile belirlenen 13 gönüllü katılımcı ile İstanbul’da fine dining bir restoranda yapılmıştır. Aynı menü deney koşulu olan loş ışıkta (25 lux) ve kontrol koşulu olan parlak ışıkta (250 lux) katılımcılara gösterilerek menüden seçim yapmaları istenmiştir. Araştırmada sıradışı bir yaklaşımla nöropazarlama araçlarından eye tracking, EEG ve GSR cihazları birlikte kullanılarak veri toplanmış ve üç cihazdan toplanan veriler birlikte analiz edilerek değerlendirme yapılmıştır. Katılımcıların beğeni, dikkat, hafıza ve bilişsel yük parametrelerine göre nörometrik verilerden elde edilen sonuçlar istatistiksel analizlerle desteklenmiştir. Araştırmanın alan yazına teorik katkı sağlaması, işletmeler açısından da pazarlama faaliyetlerini planlamalarına yardımcı olması beklenmektedir.

Keywords

Nöropazarlama, eye tracking, aydınlatma, restoran, menü

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