According to the researchers, when consumers are faced with single bananas, they often prefer to choose bunches, leaving the single fruit to rot and be discarded.
Dr. Lisa Eckmann stated, 'Applying sadness to single, stray bananas evokes a compassionate response from shoppers.' This suggests that emotional labels can influence buying decisions.
The researchers found that giving bananas anthropomorphic features can change consumer behavior, as sad labels can make shoppers feel empathy, leading to increased sales of single bananas.
With over 1 billion meals wasted daily, the research posits that even simple emotional labeling at the point of sale can play a role in combating food waste.
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