A lot of menu psychology seems to deal with restaurant economics. I read in an article once that people are likely to spend more money when items are listed in single increments, such as $9 or $9.00; rather than $8.99. Also, that anything that lists the money signs -- $, .99 or dollars, for example, remind consumers of the pain of paying and will turn them off spending as well. One thing that seems interesting to consider -- what causes menus to fail? Is it a lack of diversity, lackluster menu descriptions or the absence of components whose parts will "mingle" well? It seems that the fault of menus is much broader than personal preference. Paper quality and fonts would be interesting to delve into as well...and the presence of pictures and how that skews diner's choice. (sometimes it seems it is better to leave something to be desired?)