The experiment showed that when faced with a 'sad singles' sign depicting a frowning banana, shoppers were more likely to empathize and purchase the lonely fruit, boosting sales significantly. Researchers from the University of Bath observed that labeling solitary bananas as 'sad singles' appealed to the emotional side of consumers. The sign effectively highlights the banana’s plight of being left alone, making customers feel compelled to 'rescue' them from the shelf.
Over the course of the study conducted in a major German supermarket, a total of 3,810 customers were observed. The results revealed a stark contrast in purchasing behavior; bananas with happy faces sold an average of 2.13 units per hour, while those with sad faces increased sales by drawing in empathetic shoppers who were moved by the idea of abandoned or lonely fruit needing a home.
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