This article has a very interesting study on how restaurants can influence choices of dishes. I will never look at a menu the same way again.
Restaurants Use Menu Psychology to Entice Diners - NYTimes.com
I wonder what other areas have the same approaches. Supermarkets is an obvious example.
And how difficult would it be to come up with a set of "rules" for a completely new domain.
Update: And along the same lines ... The hidden psychology of menu design