How do social norms affect customers’ food selections at restaurants? Investigating social norms misalignment using polynomial regression with response surface analysis

Abstract

This study investigated the effects of perceived social norms on customers’ intentions to choose healthy menu items at restaurants. Specifically, injunctive norms and descriptive norms were examined, and the effects of misalignment of these social norms were explored on those intentions. To remedy problems associated with a more traditional analytical technique often used in misalignment studies, polynomial regression with response surface analysis was employed. Results revealed that when people perceived that most others eat healthy and approve of healthy eating, they were more likely to have intentions to choose healthy menu items. However, the conflict between perceived injunctive and descriptive norms weakened such intentions. This study expanded the literature on the role of social norms in changing behavioral intentions by investigating the roles of these two social norms, as well as the conflict between the two norms related to choosing healthy menu items by employing a new analytical technique.

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