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

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.



Citation:

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, Pages: .

Authors

He (Michael) Jia, University of Southern California, USA
Gratiana Pol, University of Southern California, USA
C.W. Park, University of Southern California, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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