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The paper is to explore crowdfunding success determinants from the reward menu design aspect, distinguishing from extant studies focusing on characteristics of project creators or crowdfunding projects and funding dynamics. Both the number of reward options and price differentiation of rewards are considered.

The authors use the quadratic model to identify a curvilinear relationship between the number of reward options and crowdfunding success, by running regressions on data collected from one of the most influential reward-based crowdfunding platforms in China. In addition, they explore the moderating effect of price differentiation on the curvilinear relationship.

The authors find an inverted U-shape relationship between the number of reward options and the optimal number of options is around 10. In addition, they find that the curvilinear relationship is moderated by reward price differentiation.

This paper has managerial implications for crowdfunding project creators and platform managers. To achieve better crowdfunding outcomes, a proper number of reward options with diversified reward prices should be provided.

The paper contributes to the literatures in antecedents of crowdfunding success from reward menu design aspect based on theories in investment and purchasing decision making. It is different from existing studies focusing on the characteristics of project creators and crowdfunding projects or funding dynamics. It also parallels retirement contribution plan design studies by exploring the reward menu design in the crowdfunding context.

Restaurant entrepreneurs are increasingly leveraging crowdfunding as an alternative financing mechanism. In the context of restaurant crowdfunding, studies have identified factors related to campaign communication that affect crowdfunding success from the entrepreneurs’ perspective. Integrating a funder perspective, this study aims to investigate the role of the consumption value offered by rewards and builds a value-based understanding of restaurant crowdfunding.

This study uses a sample of 3,134 restaurant campaigns launched on the Kickstarter crowdfunding platform, and texts of 34,128 rewards were analyzed using a Python program. A hierarchical linear regression approach with a generalized logistic regression model was adopted to test hypothesized relationships.

Drawing upon consumption value theory (CVT), this study finds that in restaurant crowdfunding, utilitarian value holds a strong inverted-U relationship and participatory value holds a strong linear relationship with crowdfunding success. However, socioemotional value does not have a significant effect on outcomes. This study also finds evidence for positive effects of greater variety, higher number of rewards and lower average pledge level on restaurant crowdfunding success.

This study extends the literature on restaurant crowdfunding by integrating insights on the effects of value offered through rewards. Primarily, this study finds evidence for distinct effects of consumption values for restaurant crowdfunding audience. Practically, this study holds implications for reward menu design and value offering design for restaurant entrepreneurs seeking crowdfunding.

Restaurant crowdfunding has been studied to a limited extent, with extant literature focusing on characteristics of campaign descriptions. The role of rewards is uncovered using CVT and thus a value-based understanding of restaurant crowdfunding is presented.

The primary intent of this research was to determine whether the perceived importance of various rewards is influenced by the career stage of sales managers. This study found that sales managers in different career stages have distinct intrinsic and extrinsic reward preferences that may ultimately affect motivation and productivity. Although several statistically significant differences in intrinsic and extrinsic reward preferences were discerned, some reward perceptions were found to be uniform regardless of sales manager career stage. Sales management implications, limitations, and directions for future research are offered.

Nutritional disorders and unhealthy nutrition, which are recognised as the causes of many widespread health problems (overweight, obesity, diabetes, cardiovascular disease, cancer, etc.) have emerged as a significant problem that requires resolution. The purpose of this study is to influence dietary preferences and to reduce current health issues by using gamification as a social marketing tool. To this end, the decision-making processes affecting food choices in individuals based on calorific content were evaluated and the effectiveness of gamification in encouraging consumers to make lower-calorie choices was examined.

An experimental design was used to determine the effect of gamification on the dietary preferences of consumers. An independent factorial design (between groups) in which multiple variables were tested with different subjects was used to test the factors that were thought to affect the food choices made by the participants from gamified and non-gamified menus.

In Study 1, menus (gamified vs non-gamified) and nutritional consciousness (low vs high) had a significant main effect on the total calorie count of the selected foods. In Study 2, menus (gamified with prices vs non-gamified with prices) had a significant main effect on the total calorie count of the selected foods, while nutritional consciousness (low vs high) did not. A significant interaction was observed between menus and nutritional consciousness.

Gamification can be used as an important publicity tool for promoting public health using different influential factors such as price.

This study shows that people can change their food preferences positively through gamification. It shows further how people tend to evaluate the price of their food rather than the calorie count when making dietary preferences. Gamification can, therefore, be considered a promising social marketing tool for improving public health.

This study aims to investigate the effect of color temperature on consumption. Color is one of the most powerful elements of sensory marketing. However, how warm and cool colors drive consumer indulgence and interact with other visual cues is minimally understood.

This research conducts six experiments to investigate the effect of eight warm and cool colors and the effect of warm/cool color’s interaction with reflectance on indulgent consumption/use in various retail environments.

Studies 1a and 1b support the contrasting effects of warm vs cool colors on consumers’ indulgent consumption. Studies 2a and 2b establish the serial mediating role of arousal and self-reward focus in the color-indulgence relationship. Study 3a demonstrates the interactive effect of warm (vs cool) colors and glossy (vs matte) reflectance on consumer indulgence, and Study 3b confirms how glossy (vs matte) reflectance moderates the serial mediating effect of arousal and self-reward focus in the color-indulgence relationship.

This research contributes to the growing stream of research on the visual aspect of sensory marketing, especially color, and advances the theoretical knowledge of how color could be used effectively to influence consumer indulgence.

This research provides actionable managerial implications on the effective use of warm and cool colors and glossy and matte reflectance to influence consumer indulgence.

This research advances the theoretical and empirical knowledge of color’s interaction with other visual sensory cues and the underlying psychological processes shaping consumer indulgence.

This study evaluates the impact of online menus and perceived convenience of online food ordering on consumer purchase intention and shows how a desire for food creates a relationship between an online menu and a customer's purchase intention. Suggestions for management are proposed to design an effective menu to improve business performance in the competitive market in Vietnam.

The paper follows a quantitative method. Quantitative research aims to analyze and critically evaluate the research question(s) to discover new factors.

Findings indicate a positive relationship between menu visual appeal (MV), menu informativeness (MI), desire for food (DF), the perceived convenience (PC) of ordering food online and intention to purchase (PI). The attractiveness of images and information is a significant factor affecting diners’ desire to eat, while the demand for food and the convenience of ordering food online are also factors affecting purchase intention.

The study confirms the importance of online menus to purchase intention. Economically, when supply and demand are reasonable, the market is stable and technology develops. In terms of social, hygiene, attractiveness and price factors, it is helpful to have an overview. Research is the premise for further studies with factors from menu to customer trust.

The study provides a solid foundation for further studies on restaurant menu elements as well as a new perspective on how restaurants improve their dishes.

A rapidly growing segment of the internet is e‐commerce. The future of economic competitiveness for most enterprises relies on entrance and active participation in the e‐commerce market. About a third of the time users fail when they try to purchase products on an e‐commerce site. An essential problem with e‐commerce is that the controls and organization are different for each site. There is no standard way of building the navigation of the e‐commerce site. Most sites do not have a global navigation system and the local one may be confusing, like solving a maze. The goal of this study is to minimize users' look up time and make e‐commerce sites usable so visitors can easily and quickly access information. The objective of this study is to provide an implementation method by which an agent of the artificial intelligence (AI) user interface creates a standard navigation menu, called E‐menu, to increase the usability of e‐commerce.

The selected E‐menu items are based on a study of the graphical user interface (GUI) used in Windows environment and an evaluation of one hundred and two (102) e‐commerce sites. The prototype of the E‐menu system proves that a standard menu can be created by an intermediate intelligent agent, acting on behalf of the system user. Three sites out of 102 were chosen to be edited by the E‐menu server for the pilot study. This study also applies the Technology Acceptance Model (TAM) identifying components of usefulness and ease of use that predict user attitude toward the usage of the E‐menu system by conducting a Web‐based survey.

The survey result is promising and indicates that the e‐commerce users accept the idea of the E‐menu system. The E‐menu system makes it possible to create a standard navigation menu globally for e‐commerce sites. Although E‐menu is not ready for prime time, the prototype proves that a standard menu can be created by an intermediate intelligent agent, acting on behalf of the system user. These types of agents will become more popular in the internet paradigm as the number of e‐commerce sites increase and the usability of the sites decrease due to rapid deployment strategies and technological deficiencies.

The paper provides information on a method to increase the usability of e‐commerce sites.

The purpose of this study is to investigate the interactive effect of social crowding and solo consumers’ sense of power on attitudes toward the restaurant menu with popularity and scarcity cues.

In total, 181 US consumers were recruited. Using a quasi-experimental design, social crowding and promotional cues on a restaurant menu were manipulated and solo consumers’ sense of power was measured.

Low-power individuals exhibited more favorable attitudes toward the menu with a popularity cue at a crowded restaurant. High-power individuals’ attitudes toward the menu were equally favorable across the two promotional cues and crowding levels.

Restaurant managers might want to leverage popularity cues on the menu during peak hours to appeal to solo diners. After diners indicate their dining type (alone vs with others) in kiosks and tablets, restaurants can tailor promotional cues accordingly. Restaurants can also embed more popularity cues in dinner (vs lunch) menus because dinner is more hedonic and social in nature.

This study contributes to the crowding literature by examining promotional cues on the menu and sense of power as moderators of consumer responses to crowding. This study further adds to the solo consumption literature by extending the notion of power and social crowding to ethnic dining contexts.

In the first of two articles, Dave Ulrich and Wayne Brockbank examine the ways in which HR adds value. Here, they present menus of ways HR can add value for investors, customers, employees and line managers in two key areas: people and performance. In their next article they present menus for the areas of information and work.

Profiles the development of menu‐engineering models and, in particular, the movement supporting the quantification of all costs associated with the production of a menu item. Reports the findings of a study of upscale restaurant menu planners. While all menu planners adopted elements of menu engineering when planning menus, most rejected the opportunity to factor in non‐material direct costs as a major component of determining menu content and prices. In particular, individual dish labour cost was not considered an important menu‐planning criterion. Dishes which attracted low sales, but which planners felt added interest to the menu, were included on the menu. This supports the view of most advocates of quantitative menu analysis that the profitability of individual dishes on the menu is only one of several important criteria when designing the menu.