4I Perceptions of Required Care and Caregiving Goals Moderate Sustained Attention to Cuteness

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.


Oriana Rachel Aragón (2019) ,"4I Perceptions of Required Care and Caregiving Goals Moderate Sustained Attention to Cuteness", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 957-957.


Oriana Rachel Aragón, Clemson University, USA


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


Brand’s Moral Character Predominates in Brand Perception and Evaluation

Mansur Khamitov, Nanyang Technological University, Singapore
Rod Duclos, Western University, Canada

Read More


Changes in Social Values in the United States – 1976-2017: Is a New Age of Tribalism Emerging?

Eda Gurel-Atay, Independent Researcher
Johnny Chen, University of Oregon, USA
Wang Suk Suh, University of Oregon, USA
Lynn R. Kahle, University of Oregon, USA

Read More


Parallel practices of visual domination and subversion

Veronika Kadomskaia, Monash University, Australia
Jan Brace-Govan, Monash University, Australia
Angela Gracia B. Cruz, Monash University, Australia

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.