G4. That's So Sweet: Baby Cuteness Semantically Activates Sweetness to Increase Sweet Food Preference

We examine the semantic association between baby (kindchenschema) cuteness and sweetness, and how kindchenschema cuteness increases preference for sweet foods. Kindchenshcema cuteness semantically activates the construct of sweetness, thereby increasing preference for sweeter foods. Through moderation, we show that kindchenschema, and not whimsical, cuteness produces this increased desire for sweets.



Citation:

Shaheer Ahmed Rizvi, Sarah G Moore, and Paul Richard Messinger (2018) ,"G4. That's So Sweet: Baby Cuteness Semantically Activates Sweetness to Increase Sweet Food Preference", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 926-926.

Authors

Shaheer Ahmed Rizvi, University of Alberta, Canada
Sarah G Moore, University of Alberta, Canada
Paul Richard Messinger, University of Alberta, Canada



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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