The healing effect of cute elements

Hsuan‐Yi Chou, Xing‐Yu (Marcos) Chu and Tzu‐Chun Chen

Journal of Consumer Affairs, 2022, vol. 56, issue 2, 565-596

Abstract: Consumers around the world use retail therapy to alleviate negative emotions. In response, marketers have incorporated cute elements into product design, capitalizing on the demand for products that provide healing effects. Grounded on attention restoration theory, this study explores how baby and whimsical cuteness generate feelings of healing. It also clarifies the moderating effect of product type and examines whether feelings of healing affect consumer subjective well‐being, product attitudes, and purchase intentions. The results indicate that products with cute elements generate stronger feelings of healing. Baby cuteness is relatively more effective than whimsical cuteness. Cuteness arouses feelings of healing through the mechanisms of fascination and extent. Incorporating cute elements with utilitarian (vs. hedonic) products enhances these healing effects. Feelings of healing mediate the cuteness effect on well‐being and attitudinal responses. These findings are valuable to marketing theory and practice and consumer well‐being.

Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1111/joca.12414

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bla:jconsa:v:56:y:2022:i:2:p:565-596

Ordering information: This journal article can be ordered from
http://www.blackwell ... bs.asp?ref=0022-0078

Access Statistics for this article

Journal of Consumer Affairs is currently edited by Sharon Tennyson

More articles in Journal of Consumer Affairs from Wiley Blackwell
Bibliographic data for series maintained by Wiley Content Delivery ().