“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

Share Proceeding

Featured papers

See More


When Stigma Does Good: Accentuating Certain Aspects of Stigma Enhances Effectiveness of Mental Health Messages

Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

Read More


H8. The Beneficial Side of Haze: Air Pollution Promotes Innovation and Creativity

Yi Wu, Tsinghua University
Yifan Chen, Tsinghua University
Yuhuang Zheng, Tsinghua University

Read More


C6. How Does Unsatisfied Curiosity Stir Our Craving For Food?

Chen Wang, Drexel University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.