So Cute! Consumers' Visual Engagement With Cuteness: the Moderating Effects of Perceptions of Required Care and Caregiving Goals

This research challenges the conventional wisdom that the incorporation of cute beings in product messaging increases general appeal and enhances consumers’ product engagement. We show how framing messages (babies are robust or fragile) interact with parenting motivations to change consumers’ engagement with babies, and subsequent engagement with baby-related products.



Citation:

Oriana Rachel Aragón (2019) ,"So Cute! Consumers' Visual Engagement With Cuteness: the Moderating Effects of Perceptions of Required Care and Caregiving Goals", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 440-441.

Authors

Oriana Rachel Aragón, Clemson University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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