I’Ll Keep the Cuddly One: Effects of Cuteness Versus Elegance on Product Retention

He (Michael) Jia, University of Southern California, USA
Gratiana Pol, University of Southern California, USA
C.W. Park, University of Southern California, USA
Three studies show that, compared to an elegant-looking product design, a cute-looking product design induces a higher intent to retain, but not a higher intent to purchase, the product. The advantage of cuteness on product retention is explained by caretaking motivation, and this advantage is reduced for functional products.
[ to cite ]:
He (Michael) Jia, Gratiana Pol, and C.W. Park (2013) ,"I’Ll Keep the Cuddly One: Effects of Cuteness Versus Elegance on Product Retention", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.