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1 of 1 people found the following review helpful
5.0 out of 5 stars excellent book, 24 Feb 2010
This review is from: Priceless: The Myth of Fair Value (and How to Take Advantage of It) (Hardcover)
"'Menus,' he said, 'are supposed to be the classic example of free choice, but menu designers have found that there're many ways of getting you to order what the restaurant wants you to order' -- the most profitable dishes, presumably. The techniques he laid out are fascinating: a box drawn around certain items, for instance, always draws the eyes -- and attention -- there. This might mean these dishes best highlight the kitchen's skills, or, more likely, they make the restaurant the most money: The ingredient cost is low, or maybe they take the least staff time to prepare. But, more subtly, the box might not simply be encouraging you to order whatever's in it. 'There are places where there's a $150 hamburger,' Poundstone said. "The first thing everyone does is shake their head. But then you go down the menu, suddenly the $50 steak doesn't seem so outrageous." Our sense of value is always relative, and a technique like this, which gets you over your sticker shock early, can skew that sense just enough for you to find yourself saying, 'I'll have the steak medium rare, please.'"
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