The Effect of Cuteness on New Product Adoption: Moderating Role of Thinking Style
This research examines how exposure to cute product design influences new product adoption. We propose that exposure to cuteness increases perception of hedonic benefit (fun) and new product adoption. While this effect is moderated by thinking style. Three experiments were conducted to test the propositions. The results support our predictions.
Citation:
Hongyan LIU and Choong W. Park (2020) ,"The Effect of Cuteness on New Product Adoption: Moderating Role of Thinking Style", 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: 1209-1209.
Authors
Hongyan LIU, Jinan University
Choong W. Park, University of Southern California, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
Financial Education and Confidence in Financial Knowledge
Stephen Atlas, University of Rhode Island
Nilton Porto, University of Rhode Island
Jing Jian Xiao, University of Rhode Island
Featured
Inside Out: Product Essence is Perceived to be Concentrated in the Center of a Group of Products
Kunter Gunasti, Washington State University, USA
Noah VanBergen, University of Cincinnati, USA
Caglar Irmak, University of Miami, USA
Featured
How Numeric Roundness Influences Probability Perceptions
Julio Sevilla, University of Georgia, USA
Rajesh Bagchi, Virginia Tech, USA