The impact of plate shape and organization on Americans’ perceptions of Korean restaurants

Jung Kuk Jang, Bi Yang, Anna Mattila

Research output: Contribution to journalArticlepeer-review

Abstract

This research examines the joint effect of plate shape and plate placement in the context of multiple Korean side dishes, called banchan. Our findings indicate that, when side dishes are presented in an organized manner, round (vs. square) plates elicit more favorable attitudes toward the restaurant. When presented in a less organized manner, there is no significant attitudinal difference between round and square plates. This article further examines the underlying process of the joint effect–perceived warmth of the service staff.

Original languageEnglish (US)
Pages (from-to)730-738
Number of pages9
JournalJournal of Foodservice Business Research
Volume24
Issue number6
DOIs
StatePublished - 2021

All Science Journal Classification (ASJC) codes

  • Food Science

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