'Descriptive food names do not influence perception of food; people will eat what they like.' To what extent do you agree with this statement? Use examples of research you have studied to support your answer.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2019). The mark or mark type is shown in brackets.

1. 10 Marks: use generic levels of response in table C. Syllabus: menu design psychology: sensory perception and food name (Wansink et al., 2005) Most likely (any other appropriate responses should be credited): For: ∞ quote from Wansink: those who ate foods with evocative, descriptive menu names generated a larger number of (i) positive comments about the food and (ii) rated it as more appealing, tasty, and calorific than those eating regularly-named counterparts ∞ the use of descriptive names may help improve perceptions of foods in institutional settings, and it may help facilitate the introduction of unfamiliar foods ∞ descriptive names are designed to make the food sound more tasty, appealing and may refer to the quality of the food, or where it is from (e.g. 'locally sourced') Against: ∞ descriptions may create an expectation that is not met when the food arrives making the customer disappointed ∞ people choose to eat what they like and do not choose what they dislike. The name is irrelevant ∞ people do not like food descriptions which are too descriptive; restaurants try to make something average sound good that is not