"So cute I could eat it up": : Priming effects of cute products on indulgent consumption

  title={"So cute I could eat it up": : Priming effects of cute products on indulgent consumption},
  author={Gergana Y. Nenkov and Maura L. Scott},
  journal={Journal of Consumer Research},
This article examines the extent to which consumers engage in more indulgent consumption when they are exposed to whimsically cute products and explores the process by which such products affect indulgence. Prior research on kindchenschema (baby schema) has found that exposure to cute babies or baby animals leads to more careful behavior (see the study by Sherman, Haidt, and Coan), suggesting restraint. The present research uncovers the opposite: consumers become more indulgent in their… Expand

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