Date of Graduation
College of Business and Economics
Annie P. Cui
Over the last decade, the world has seen a rise in the popularity of cute stimuli. Adorable baby pictures, fluffy puppy videos, and whimsical emojis seem ever-present in social media news feeds and friends’ posts. In addition, products marketed toward adults that feature cute characters drive sales worth billions of dollars. The growing presence of cute stimuli in our daily lives is accompanied by emerging research on their social and behavioral impacts. Correspondingly, the current dissertation consists of three essays that contribute to the literature on cuteness by empirically testing the impacts of cuteness in the marketplace. To extend the literature on cuteness, the first essay examines the effects of exposure to cute images on risk-seeking behavior, the second essay tests the effect of salespeople’s cute facial features (i.e., babyface) on online consumer engagement, and the third essay proposes a novel construct that induces the perception of cuteness through auditory cuteness cues: cute voice.
Yim, Alexis Taeeun, "Three Essays on the Impact of Cuteness on Consumer Behavior" (2021). Graduate Theses, Dissertations, and Problem Reports. 8087.