| Autor: |
Li, Yuan, Eastman, Jacqueline |
| Předmět: |
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| Zdroj: |
Journal of Product & Brand Management; 2023, Vol. 32 Issue 8, p1306-1318, 13p |
| Abstrakt: |
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. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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