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Gone are the days when restaurants and fast food chains try to win the hearts of their customers through their stomachs– now, it’s all about the unconscious mind. Based on studies, consumer psychology is now one of the biggest marketing tools being utilized by most restaurants. In fact, they have become better with this that they can easily manipulate their customers through menu engineering, as well as behavioral tricks.

For instance, the menu isn’t merely presenting the dining options to customers, it’s also a subliminal method to manipulate them. Menu designs are thought-out carefully by the restaurateur and his aim is to gain profit and be able to easily market everything that appears on the menu– he wants to lure the customers to try them all.

Without further ado, here are some of the tricks that restaurants use to fool you.

1. Colors

Don’t be naive, you know that going to a restaurant is like a sensory experience. There will be colors presented to the customer, and so, being at the restaurant can also affect a person’s mind when he has to decide on what food to eat.

For instance, if you’re surrounded by the color red, you’ll easily get hungry– the color orange has the same effect. Likewise, the color yellow has been known to trigger the serotonin, which is the “happy hormone” of the body. This is very important, because a lot of people have the tendency of eating more whenever they feel happy. What does happiness mean? Happiness is feeling optimistic about something, and it’s increasing the chances of splurging on a very good meal no matter how expensive it costs.

2. Music

Music is one of the best ways to set the perfect ambiance and mood, but that’s not all it does at a restaurant. Based on research, restaurants have enjoyed longer wait times at tables, and were able to charge higher bills when slow music was playing. Likewise, another study has revealed that classic music triggers consumers to buy the most expensive items on the menu.

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