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

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.


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, Pages: .


Maura Scott, Florida State University, USA
Gergana Nenkov, Boston College, USA


NA - Advances in Consumer Research Volume 41 | 2013

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