Consumers follow a predictable pattern when it comes to ordering food anddrinks, according new study in the Journal of Consumer Research. It seemspeople in groups tend to seek variety when making initial orders, then gravitatetoward similar choices, and then, as the group consensus grows, to move awayfrom popular choices.
"Our study shows empirically that consumers are susceptible to both conformistand variety-seeking tendencies," write authors Pascale Quester (University ofAdelaide, Australia) and Alexandre Steyer (Sorbonne-Assas, Paris, France)."They like to differentiate themselves from a growing minority or anoverwhelming majority, but tend to conform in between."
The authors conducted a study on candy bars in a lab, and then moved on to areal-life setting of a restaurant called Flam's in Paris. They sought out a situationwhere a drink was included in a package (Flam's Plus) that included an appetizer,a main course, and a dessert. In this situation, price would not be a factor, sincethe drinks were included, and people were unlikely to share drinks, as they mightshare food in a Chinese restaurant.
"We decided that consumers' choice of pre-meal drinks within a Flam's Plusorder would provide the best and most reliable context for determining whetherand how individuals' choices were influenced by other's choices, in a conditionwhen individual orders would be made public by the order process."
They analyzed the data from 70 tables with two or more patrons where everyoneordered the Flam's Plus. The tables ranged from two to 18 customers. The resultsof the restaurant study showed people sought variety as long as others' choice ofthe same item did not achieve a threshold level of group unanimity. "However,when others' choice of an alternative reaches 30 percent or so, variety seekingweakens," the authors explain. "Beyond 60 or 70 percent, variety-seeking hasbeen reversed and becomes conformism…When an alternative becomes verydominant (with over 80 to 90 percent of other selecting it), variety-seekingreappears."