The effect of menu design on consumer behavior: A meta-analysis

A meta-analysis of 53 papers with 16,522 participants is conducted in the menu-design literature. To conceptualize different design elements, we extend a four-dimensional model by including two new dimensions—menu card label and menu item characteristics. We find that effect sizes vary among these six dimensions. Specifically, menu card characteristics that concern non-descriptive design elements have the largest effect size. The six dimensions are divided into two broad categories that relate to the entire menu or individual menu items. Our meta-analytical results show that the former category yields larger effect than the latter. Concerning the dependent variables, menu design has a large effect on physiological measures, a moderate effect on intention and attitude, and a marginal effect on actual purchase. Furthermore, laboratory studies yield larger effects than field studies do, and mock menus have stronger effect than real menus. Lastly, publication bias seems to be moderate. • We conduct a meta-analysis of 53 papers (n = 16,522) in the menu design literature. • Effect sizes vary among the six dimensions of menu design. • Menu design has a large effect on physiological measures. • It has a medium effect on intention and attitude, and a small effect on purchase. • Differences among experimental methodologies and settings are observed.