How to Sell an ‘Ugly’ Vegetable? Give it Googly Eyes.
September 13, 2024 | 1 min to read
Researchers including Kacy Kim from Bryant University suggest that attaching googly eyes or using human names on irregular-looking fruits and vegetables can increase their marketability and reduce food waste. Their study, published in *Psychology & Marketing*, reveals that such creative strategies make consumers more willing to purchase "ugly" produce, turning potential waste into attractive options. This innovative approach aims to shift perceptions and enhance sales of misshapen produce.
Giving irregular-looking fruits and vegetables a personality could make them more appealing to consumers — and curb food waste.
You may have seen them wielded by prank-loving grandmas in department stores, peeking out from robotic vacuum cleaners, or adorning statues on college campuses. But googly eyes, those cartoon-like eyeballs often found in arts and crafts projects, aren’t just good for making people smile. If you ask researcher Kacy Kim, when used correctly, a set of sticky little eyes can be a clever tactic to influence consumers — specifically, to get them to buy fruits and vegetables that might otherwise become food waste.
An associate professor at Bryant University, Kim is the lead author of a recently published study in the journal Psychology & Marketing that found that when googly eyes are placed on pictures of irregular-appearing vegetables, or human names are used to describe misshapen fruits, consumers are more inclined to buy “ugly” produce.
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