Kawai vs. Whimsical: The influence of cuteness types of luxury brands on consumers&amp;rsquo; preferences

Feng, Wenting; Xu, Yingqing; Huang, Hai Bin; Wang, Tao

doi:10.3724/sp.j.1041.2022.00313

Cited by 5 publications

(3 citation statements)

References 108 publications

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“…Therefore, our finding is relevant to past studies suggesting the conformity of whimsical cuteness in adult segments (e.g. Nenkov and Scott, 2014; Feng et al. , 2022).…”

Section: Discussionsupporting

confidence: 77%

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Can whimsically cute packaging overcome young consumer product unfamiliarity?

Suci

Wang

2023

MIP

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PurposeThis 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/approachTwo 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.FindingsAnthropomorphized 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 implicationsWhimsically cute packaging design could be a promising alternative for marketers promoting unfamiliar products to young adult consumers.Originality/valueThis study's findings complement existing literature on cute packaging design, whimsical cuteness and extrinsic cue utilization theory.

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“…Therefore, our finding is relevant to past studies suggesting the conformity of whimsical cuteness in adult segments (e.g. Nenkov and Scott, 2014; Feng et al. , 2022).…”

Section: Discussionsupporting

confidence: 77%

“…Fittingly, the effect of whimsical cuteness is more pronounced in adults than children (e.g. Scott and Nenkov, 2016; Feng et al. , 2022).…”

Section: Cute Packaging Designmentioning

confidence: 99%

Can whimsically cute packaging overcome young consumer product unfamiliarity?

Suci

Wang

2023

MIP

View full text Add to dashboard Cite

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“…Recent studies have found that both dimensions of cuteness lead to positive effects on product perceptions, brand engagement and brand preference (Chou et al , 2021; Lee et al ., 2019; Feng et al , 2022). Furthermore, incorporating elements of either baby schema or whimsical cuteness into product design generates feelings of healing and favorably affects consumer well-being (Chou et al , 2021).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

The role of cuteness on consumer attachment to artificial intelligence agents

Yim

Cui

Walsh

2023

JRIM

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PurposeThis 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/approachA 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.FindingsThe 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/valueDespite 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.

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Does cuteness enhance luxury brand equity? Exploring the effect of perceived uniqueness

Li,

Eastman

2024

Psychology and Marketing

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Cuteness is a feature of a variety of products and is common in marketing communications. Despite its popularity among mainstream brands, there is limited academic attention to cuteness in the context of luxury brands. While cuteness and luxury may appeal to different customers, luxury brands sometimes incorporate cuteness in their product design or brand communication. The potential impact of cuteness on luxury brand equity warrants investigation. Across four experiments with 662 participants, this research examines the effect of cuteness on luxury brand equity. Results show that cuteness enhances luxury brand equity through perceived uniqueness, as cuteness is less commonly associated with luxury brands. However, this positive effect only exists for traditional luxury brands, not for masstige or mass consumer brands. This research advances the literature on cuteness, particularly regarding its implications for luxury brands, and offers insights for luxury brand managers.

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Kawai vs. Whimsical: The influence of cuteness types of luxury brands on consumers’ preferences

Cited by 5 publications

References 108 publications

Can whimsically cute packaging overcome young consumer product unfamiliarity?

Can whimsically cute packaging overcome young consumer product unfamiliarity?

The role of cuteness on consumer attachment to artificial intelligence agents

Does cuteness enhance luxury brand equity? Exploring the effect of perceived uniqueness

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