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.


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.


Hongyan LIU, Jinan University
Choong W. Park, University of Southern California, USA


NA - Advances in Consumer Research Volume 48 | 2020

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