“So Cute I Can Eat It Up”: Priming Effects of Cute Products on Indulgent Consumption

Maura Scott, Florida State University, USA
Gergana Nenkov, Boston College, USA
We examine the extent to which consumers engage in more indulgent consumption when exposed to cute, whimsical products. We posit that when a consumer encounters a cute product, the exposure primes frivolity and fun, which subsequently makes one more likely to choose indulgent options in various consumption domains.
[ to cite ]:
Maura Scott and Gergana Nenkov (2013) ,"“So Cute I Can Eat It Up”: Priming Effects of Cute Products on Indulgent Consumption", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.