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ACCI 2026 Conference

April 13–15, 2026

Hilton Long Beach, Long Beach, CA, USA

IMPORTANT NOTICE: The date, time, and room assignment of YOUR presentation is SUBJECT TO CHANGE.

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C5a Greed or Need: Study on the Impact of Consumer Expectations and Surprise on Food Consumption in All-You-Can-Eat Restaurants

Tuesday, April 14, 2026 at 2:15 PM–3:45 PM PDT
Room 5
Short Description

This study examines how consumer expectations influence food consumption in all-you-can-eat restaurants. Conducted with 313 diners at a Korean BBQ buffet offering premium and standard menu options, participants were randomly assigned to one of four groups based on their menu choice and whether they received a surprise discount or a free upgrade. Results show that higher expectations—shaped by cues like price and perceived food quality—lead to increased consumption. Unexpected discounts or free upgrades did not significantly alter consumption, suggesting that once expectations are set, they strongly guide behavior regardless of actual changes in offerings. Nonetheless, both types of expectancy violations improved perceived satiety and value. These findings highlight that consumption behavior is anchored in initial expectations, which persist even when actual conditions change, emphasizing the psychological over the economic determinants of buffet dining behavior.

Type of presentation

Accepted Oral Presentation

Submitter

Phumsith Mahasuweerachai, Faculty of Economics, Khon Kaen University

Authors

Phumsith Mahasuweerachai, Faculty of Economics, Khon Kaen University
Sirikarn Phuchada, University of California San Diego
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