What Makes a Product Cute: Infantile Attributes Influence Perceived Cuteness of Products

In four studies, we investigate the influence of infantile attributes on perceived cuteness in anthropomorphized products. We find that roundness of a product’s base or ‘body’ has a particularly consistent impact on perceived cuteness. Infantile attributes also had a stronger effect on perceived cuteness in utilitarian (vs. hedonic) products.


Carolyn Wells Keller and Neal Roese (2020) ,"What Makes a Product Cute: Infantile Attributes Influence Perceived Cuteness of Products", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1202-1202.


Carolyn Wells Keller, Northwestern University, USA
Neal Roese, Northwestern University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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