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

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.

KEYWORDS:

• Plate shape
• side dishes
• warmth perception
• organization

Additional information

Funding

This work was supported by the J. Willard and Alice S. Marriott Foundation [N/A].