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Can plate colour promote appetite and joy while dining? An investigative study in Chinese fine dining restaurants

Yen-Cheng Chen (Department of Applied Science of Living, Chinese Culture University, Taipei, Taiwan)
Pei-ling Tsui (Department of Hospitality Management, National Taitung Junior College, Taitung, Taiwan)
Ching-Sung Lee (Department of Restaurant, Hotel and Institutional Management, Fu Jen Catholic University, New Taipei City, Taiwan)
Guan-lin Chen (Department of Applied Science of Living, Chinese Culture University, Taipei, Taiwan)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Publication date: 27 June 2019

Abstract

Purpose

This study used the colours of plates as atmospheric stimulus factors in the Mehrabian–Russell model of environmental influence, which served as the study’s basic background theory, to explore how plate colour affects consumer appetite preference and dining emotions in Chinese fine dining restaurants. The paper aims to discuss this issue.

Design/methodology/approach

The study used quantitative surveys and employed purposeful sampling and rolling snowball surveys of consumers in Chinese fine dining restaurants in Taipei; 581 effective surveys were collected from the test subjects. The research tools included a plate colour appetite preference scale and a dining emotion scale.

Findings

There were significant differences in age and gender in terms of appetite preference and plate colour. The plate colours with the highest appetite preference were gold, white and black. There were significant differences in plate colour appetite preference in terms of dining mood, with white and gold plates eliciting positive dining moods.

Originality/value

Most academic papers have focused on studying plates in Western dining, while very few studies have focused on the colour of Chinese dining plates. The greatest contribution and value of this study is its discovery of the colour combination of dining plates that can elicit appetite preferences and positive dining emotions among diners in Chinese fine dining restaurants. This information can be used to stimulate positive dining emotions among consumers and help restaurateurs improve the level of dining aesthetics.

Keywords

Citation

Chen, Y.-C., Tsui, P.-l., Lee, C.-S. and Chen, G.-l. (2019), "Can plate colour promote appetite and joy while dining? An investigative study in Chinese fine dining restaurants", Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 1, pp. 105-116. https://doi.org/10.1108/APJML-07-2018-0247

Publisher

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Emerald Publishing Limited

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