Employing an online survey, U.S. Millennials' wine consumers processing styles (cognitive versus affective) were identified and restaurant menu information preferences (visual versus verbal) were examined. Participants' processing styles were established then presented graphics of hypothetical restaurant menus, one visually oriented (symbols) and one verbally oriented (text). No significance was found in processing style across generational segments. Verbal was chosen over visual by those identified as Thinkers (high cognition / low affect). Feelers (low cognition / high affect) and Combiners (high cognition / high affect) were expected to choose visual menu yet also chose the verbal menu. The results support the continued use of traditional verbal menus used in restaurants.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.