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Article
Publication date: 2 September 2020

Hoffer Lee and Libo Yan

A multidimensional scale was developed to measure the cuteness experience a destination can offer. In doing so, this paper attempts to explore the implications of the cuteness

Abstract

Purpose

A multidimensional scale was developed to measure the cuteness experience a destination can offer. In doing so, this paper attempts to explore the implications of the cuteness aesthetics for destination marketing.

Design/methodology/approach

The procedure of scale development was followed. A survey was administered to a college student sample. The scale of cuteness experience was validated. A four-point scale turned out to be effective in terms of measurement.

Findings

The results show that cuteness experience of a destination consists of five dimensions: smallness, irregularity, roundness, lightness and creativity.

Research limitations/implications

The cuteness attributes have significant implications for promoting destinations to the East Asian markets, which have seen the rise of the cute culture in recent decades.

Originality/value

This study identified a unique selling point of destinations, namely, cuteness as a destination attribute. The study results also contribute to understanding of destination personality by drawing attention to the childlike personality trait: cuteness.

Details

Journal of Hospitality and Tourism Insights, vol. 4 no. 3
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 17 November 2021

Baoku Li, Yafeng Nan and Ruoxi Yao

The purpose of this paper is to explore the effect of cuteness and cool on the perceived quality of digital products, the mediating effect of brand perception (warmth and…

1616

Abstract

Purpose

The purpose of this paper is to explore the effect of cuteness and cool on the perceived quality of digital products, the mediating effect of brand perception (warmth and competence) and the moderating effect of the individual perception level.

Design/methodology/approach

This paper utilizes experimental design and survey methods to collect data and the ANOVA, independent sample t-test and bootstrap analysis methods to verify the assumed hypotheses.

Findings

Studies 1 and 2 demonstrate that cuteness (vs cool) is more likely to promote the perception of brand warmth (vs competence), and the brand perception plays a mediating role between cuteness (cool) and the perceived quality. Study 3 replicates the findings of Study 2 and indicates that people with high-cuteness (vs low-cuteness) perception are the same to perceive the brand warmth to promote the perceived quality of digital products, but people with high-cool (vs low-cool) perception are more likely to perceive the brand competence to promote the perceived quality of digital products.

Practical implications

Based on the conclusions in this paper, marketers could emphasize the cool information of digital products in advertisements to promote the perceived quality to promote younger consumers' willingness to pay (WTP). Furthermore, firms could shape warm brand images by the perception of cuteness because cuteness is positively associated with the warmth of brand perception (e.g. the logo of Three Squirrels, a Chinese nut business brand that consists of three cute squirrels).

Originality/value

From a theoretical standpoint, this paper contributes to the brand perception when consumers accept product information with the characteristics of cuteness or cool. Second, a model of perceived quality of digital products is built based on the stereotype content theory. Third, this paper considers individual perception levels on cuteness and cool as the boundaries to conduct further conceptual model.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 9
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 29 July 2023

Alexis Yim, Annie Peng Cui and Michael Walsh

This paper identifies the effects of different dimensions of the cuteness (i.e. baby schema cuteness and whimsical cuteness) of artificial intelligence (AI) agents on attachment…

Abstract

Purpose

This paper identifies the effects of different dimensions of the cuteness (i.e. baby schema cuteness and whimsical cuteness) of artificial intelligence (AI) agents on attachment to them. In addition, the current paper examines the consequences of the attachment to AI agents.

Design/methodology/approach

A pretest to validate the measurement scale for the attachment to AI agents and a survey study were conducted with AI agent users. The authors used structural equation modeling to analyze the data for hypothesis testing.

Findings

The baby schema and whimsical cuteness of AI agents drive consumers to develop stronger attachments to their AI agents. This is because consumers perceive cute AI agents as being more trustworthy. As a result, consumers who feel attached to their AI agents are more inclined to report higher satisfaction and commitment levels. They are also more likely to purchase products or services recommended by their AI agents and use them more frequently.

Originality/value

Despite the growing popularity of AI agents, there is a lack of understanding regarding which characteristics of AI agents affect consumer behavior. Therefore, this research examines how the attribute of cuteness influences consumers' attachment to AI agents and subsequently affects their satisfaction and purchase intention toward products recommended by AI agents. Our study demonstrates that the element of cuteness in AI agents plays a crucial role in shaping perceptions of benevolence trustworthiness, as well as fostering users' attachment to AI agents. Furthermore, we observe positive consumer behaviors as a result of their attachment to AI agents. The findings from this study provide valuable insights for practitioners on how to effectively utilize cuteness in AI agents.

Details

Journal of Research in Interactive Marketing, vol. 18 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 15 July 2019

Crystal T. Lee and Sara H. Hsieh

With the rapid surge of mobile marketing, an increasing number of brands have launched branded emoticons in an attempt to build brand relationships with consumers. Despite the…

1711

Abstract

Purpose

With the rapid surge of mobile marketing, an increasing number of brands have launched branded emoticons in an attempt to build brand relationships with consumers. Despite the apparent promise of branded emoticon usage, there is only limited academic research on branded emoticons. This paper aims to build on impression management theory and the conceptualization of cuteness to investigate how the effect of cuteness in branded emoticon design influences perceived playfulness in mobile instant messaging (MIM) interaction and the creation of brand engagement in self-concept.

Design/methodology/approach

Consumers with usage experience of branded emoticons in MIM apps were recruited to complete an online survey. Partial least squares structural equation modelling was used to analyze the data.

Findings

Two facets of cuteness – kindchenschema cuteness and whimsical cuteness – can project a favourable social image to consumers that facilitates playfulness in social interaction and enhances brand engagement in self-concept, which leads to their willingness to purchase the brand and stickiness to the MIM apps.

Originality/value

The popularity of branded emoticons represents a new form of social interaction and an innovative way to build brand relationships. The present study is the first to examine the design aspects of branded emoticons and highlights that the cuteness of a branded emoticon may be a crucial factor in engaging consumers in MIM.

Details

Journal of Product & Brand Management, vol. 28 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 13 July 2023

Dan Huang, Qiurong Chen, Songshan (Sam) Huang and Xinyi Liu

Drawing on the cognitive–affective–conative framework, this study aims to develop a model of service robot acceptance in the hospitality sector by incorporating both cognitive…

1089

Abstract

Purpose

Drawing on the cognitive–affective–conative framework, this study aims to develop a model of service robot acceptance in the hospitality sector by incorporating both cognitive evaluations and affective responses.

Design/methodology/approach

A mixed-method approach combining qualitative and quantitative methods was used to develop measurement and test research hypotheses.

Findings

The results show that five cognitive evaluations (i.e. cuteness, coolness, courtesy, utility and autonomy) significantly influence consumers’ positive affect, leading to customer acceptance intention. Four cognitive evaluations (cuteness, interactivity, courtesy and utility) significantly influence consumers’ negative affect, which in turn positively affects consumer acceptance intention.

Practical implications

This study provides significant implications for the design and implementation of service robots in the hospitality and tourism sector.

Originality/value

Different from traditional technology acceptance models, this study proposed a model based on the hierarchical relationships of cognition, affect and conation to enhance knowledge about human–robot interactions.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 30 May 2023

Afred Suci and Hui-Chih Wang

This paper aims to identify how cute packaging design elements can influence young adult purchases of unfamiliar products, especially the perceived old-fashioned ones.

Abstract

Purpose

This paper aims to identify how cute packaging design elements can influence young adult purchases of unfamiliar products, especially the perceived old-fashioned ones.

Design/methodology/approach

Two studies were conducted systematically with 240 young adults. The first study manipulated product characters, fonts, colors and storytelling styles to determine the cutest packaging elements. Packaging samples containing the cutest elements from Study 1 were tested for their effect on purchase intention in Study 2, moderated by product familiarity.

Findings

Anthropomorphized product characters, curvy, handwritten-like fonts, a mixture of colors and superhero story-like product information were considered the whimsically cutest packaging elements by young adults. Whimsically cute packaging design can bridge consumer product unfamiliarity and generate higher purchase intention.

Practical implications

Whimsically cute packaging design could be a promising alternative for marketers promoting unfamiliar products to young adult consumers.

Originality/value

This study's findings complement existing literature on cute packaging design, whimsical cuteness and extrinsic cue utilization theory.

Details

Marketing Intelligence & Planning, vol. 41 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Abstract

Details

Journal of Research in Interactive Marketing, vol. 18 no. 1
Type: Research Article
ISSN: 2040-7122

Article
Publication date: 18 August 2023

Yuan Li and Jacqueline Eastman

Cute products have found market success. The literature has identified various factors of cuteness, but the effect of size is under-addressed. This study aims to investigate…

Abstract

Purpose

Cute products have found market success. The literature has identified various factors of cuteness, but the effect of size is under-addressed. This study aims to investigate whether and how size perception influences consumers’ cuteness perception.

Design/methodology/approach

In three experiments, size was manipulated in terms of visual cue, product description and product name to determine its impact on cuteness perception.

Findings

The results of the three experiments demonstrate that a size cue of smallness can heighten consumers’ perception of product cuteness. The first two studies provided converging evidence for the main hypothesis that smaller objects are evaluated as cuter. Study 3 not only replicated the findings of the first two studies but also revealed that vulnerability acts as the underlying process for the smallness-cuteness relationship. Study 3 also showed that the purchase likelihood for an extended product warranty is higher in the small condition compared to the control condition.

Research limitations/implications

While the findings were robust across product types and size manipulations, possible boundary conditions related to product types or individual characteristics were not tested.

Practical implications

The findings suggest how brand managers can use size perceptions to influence consumers’ perceptions of the cuteness of their products and brands.

Originality/value

The findings inform brand managers about the nuances of size cues that may affect how customers perceive their products and identify a more generally applicable cuteness factor that may have downstream implications for marketing practitioners.

Details

Journal of Product & Brand Management, vol. 32 no. 8
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 28 December 2023

Didier Marquis, Felipe Reinoso Carvalho and Gaëlle Pantin-Sohier

Aversion linked to disgust and neophobia is the primary reason for human reluctance towards edible insects as a sustainable food source. Stimulating positive emotions may overcome…

Abstract

Purpose

Aversion linked to disgust and neophobia is the primary reason for human reluctance towards edible insects as a sustainable food source. Stimulating positive emotions may overcome these mental barriers. Cute visuals and claims on product packaging can trigger positive affective responses in consumers whilst modulating taste expectations. This study investigated how these elements influence emotions, perceptions and attitudes towards insect-based foods.

Design/methodology/approach

An online cross-cultural study involving French (n = 747) and Colombian (n = 695) consumers was conducted using two insect-based products: chips (hedonic) and bread (functional). Ten visual packaging variations were created per product, emphasising palatability, sustainability, nutrition and popularity (plus a control: no claim) affixed to the image of a cute anthropomorphic cricket or its silhouette. Visual appreciation and associations were assessed along with the participants' degree of food variety seeking, familiarity with entomophagy and openness to consuming edible insects.

Findings

Differences were reported in emotions, perceptions and attitudes based on the combination of packaging elements, product type and consumer segments. The findings suggest that food marketers should use cute insect depictions linked to palatability-focussed claims to alleviate young French adults' reluctance towards insect-based foods (IFs). Colombians responded better to pro-social claims and neutrally to cuteness.

Practical implications

The results should be valuable to stakeholders seeking to enhance food marketing strategies related to IFs amongst target consumer segments.

Originality/value

This study is the first to assess how baby schema cuteness induces emotional changes towards IFs and how it affects perceptions and attitudes amongst distinct populations and age segments.

Details

British Food Journal, vol. 126 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 22 December 2022

Zhipeng Xie, Tao Wang, Jing Zhao and Huanyu Qin

This study aims to test the possible correlation between the letter height-to-width ratio and consumers’ perception of cuteness.

Abstract

Purpose

This study aims to test the possible correlation between the letter height-to-width ratio and consumers’ perception of cuteness.

Design/methodology/approach

Through the design of three groups of experimental questionnaires, this paper carried out experiments on subjects with different professional backgrounds.

Findings

The result shows that perceived cuteness is only beneficial for consumers who adopt communal relationship (rather than exchange relationship) with the brand. Compared to consumers who adopt communal relationship with brands, letters of lower height-to-width ratio are perceived as cuter and thus more preferable than thinner ones, whereas for consumers who adopt exchange relationship with brands, thinner letters are preferred.

Research limitations/implications

To rule out interference, this study focuses only on the height-to-width ratio of the letters. In the future, researchers can pay more attention to the mobility of brand relationships, consumers’ reading strategy and logos’ visual elements that influence consumers’ brand perception (besides height-to-width ratio).

Practical implications

The research reminds scholars that the height-to-width ratio of letters/logos is not only of aesthetic value but also imposes a great impact on consumer perception. And the result of this research explains the contradiction in consumers’ preference for wide vs thin letter shapes and provides evidence for the interaction between brand relationship norms and letter preferences.

Originality/value

To the best of the authors’ knowledge, this research is the first to explore the influence of letter height-to-width ratio in marketing.

Details

Journal of Product & Brand Management, vol. 32 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

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