Restaurant menu – how do you read?

When you sit down to read a restaurant menu, do you read it like a book? Or do your eyes flit from place to place to find the most enticing dish?

A new study by SF State researcher Sybil Yang, assistant professor of hospitality and tourism management, suggests that on average diners read menus sequentially like a book, and that their gaze doesn’t linger noticeably longer over any particular location on the menu.

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