谢志鹏¹,汪涛²,赵晶²

• 1:中南财经政法大学 工商管理学院，湖北 武汉 430073
• 2:武汉大学 经济与管理学院，湖北 武汉 430072

摘要(Abstract)：

可爱指的是一种让人疼爱的正面感知。在营销中，一方面，可爱的元素能够帮助品牌或产品和消费者形成亲密的关系，促进销售；但是另一方面，可爱也会带来一系列风险，比如负面影响消费者对品牌或产品的能力感知。此外，有关可爱的塑造方式、作用机制和使用边界也是众说纷纭。当前理论界对“可爱”的关注逐渐升温，可爱要素在营销中的重要性也得到证明，但是关于可爱感知的文献分散在社会学、生物学、心理学以及营销学等学科，缺乏整体性的逻辑脉络。本文对国内外文献中和可爱感知相关的前沿研究进行了详细的梳理与评述，对可爱感知的塑造、影响、作用机制以及使用边界进行了整体性、系统性的探讨，并在文献分析的基础上为未来的研究提出建议。

关键词(KeyWords)： 可爱感知;营销;婴儿图式;动物化

Abstract:

Keywords:

基金项目(Foundation): 国家自然科学基金青年项目（71702189）；国家自然科学基金青年项目（71302095）

作者(Author): 谢志鹏¹,汪涛²,赵晶²

DOI: 10.16538/j.cnki.fem.2018.05.005

参考文献(References)：

• [1] 魏华, 汪涛, 周宗奎, 等. 叠音品牌名称对消费者知觉和偏好的影响[J]. 心理学报, 2016, (11):1479-1488.
  [2] 谢志鹏, 汪涛. 产品也会皱眉头? 产品的"侵略性表情"对消费者的影响[J]. 心理学报, 2017, (5):680-691.
  [3] Aaker J L. Dimensions of brand personality[J]. Journal of Marketing Research, 1997, 34(3):347-356.
  [4] Argo J J, Popa M, Smith M C. The sound of brands[J]. Journal of Marketing, 2010, 74(4):97-109.
  [5] Babin B J, Darden W R, Griffin M. Work and/or fun:Measuring hedonic and utilitarian shopping value[J]. Journal of Consumer Research, 1994, 20(4):644-656.
  [6] Baumeister R F. Yielding to temptation:Self-control failure, impulsive purchasing, and consumer behavior[J]. Journal of Consumer Research, 2002, 28(4):670-676.
  [7] Bellfield J, Bimont C, Blom J, et al. The effect of a cute stimulus on personally-initiated, self-administered surveys[J]. Marketing Bulletin, 2011, 22:1-9.
  [8] Berry D S, McArthur L Z. Some components and consequences of a babyface[J]. Journal of Personality and Social Psychology, 1985, 48(2):312-323.
  [9] Berry D S, Brownlow S. Were the physiognomists right? Personality correlates of facial babyishness[J]. Personality and Social Psychology Bulletin, 1989, 15(2):266-279.
  [10] Beverland M B, Farrelly F J. The quest for authenticity in consumption:Consumers' purposive choice of authentic cues to shape experienced outcomes[J]. Journal of Consumer Research, 2010, 36(5):838-856.
  [11] Brosch T, Sander D, Scherer K R. That Baby caught my eye:Attention capture by infant faces[J]. Emotion, 2007, 7(3):685-689.
  [12] Brown S. Where the wild brands are:Some thoughts on anthropomorphic marketing[J]. The Marketing Review, 2010, 10(3):209-224.
  [13] Brownlow S. Seeing is believing:Facial appearance, credibility, and attitude change[J]. Journal of Nonverbal Behavior, 1992, 16(2):101-115.
  [14] Bryant C D, Forsyth C J. The complexity of deviant lifestyles[J]. Deviant Behavior, 2012, 33(7):525-549.
  [15] Chang C T, Yeh W C, Lin Y. Is cute design good for green products? Influences of green appeals and baby-face schema:An abstract[A]. Stieler M. Creating marketing magic and innovative future marketing trends[C]. Berlin:Springer, 2016:32-40.
  [16] Cheok A D. Art and technology of entertainment computing and communication[M]. London:Springer, 2010.
  [17] Chitturi R. Emotions by design:A consumer perspective[J]. International Journal of Design, 2009, 3(2):7-17.
  [18] Cuddy A J, Fiske S T, Kwan V S Y, et al. Stereotype content model across cultures:Towards universal similarities and some differences[J]. British Journal of Social Psychology, 2009, 48(1):1-33.
  [19] Desmet P, Overbeeke K, Tax S. Designing products with added emotional value:Development and application of an approach for research through design[J]. The Design Journal, 2001, 4(1):32-47.
  [20] Dijksterhuis A, Smith P K, Van Baaren R B, et al. The unconscious consumer:Effects of environment on consumer behavior[J]. Journal of Consumer Psychology, 2005, 15(3):193-202.
  [21] Epley N, Waytz A, Cacioppo J T. On seeing human:A three-factor theory of anthropomorphism[J]. Psychological Review, 2007, 114(4):864-886.
  [22] Fausto C. Feasting on people:Eating animals and humans in Amazonia[J]. Current Anthropology, 2007, 48(4):497-530.
  [23] Ferreday D. Becoming deer:Nonhuman drag and online utopias[J]. Feminist Theory, 2011, 12(2):219-225.
  [24] Fullard W, Reiling A M. An investigation of Lorenz's "babyness"[J]. Child Development, 1976, 47(4):1191-1193.
  [25] Garg N, Wansink B, Inman J J. The influence of incidental affect on consumers' food intake[J]. Journal of Marketing, 2007, 71(1):194-206.
  [26] Gerbasi K C, Paolone N, Higner J, et al. Furries from A to Z (anthropomorphism to zoomorphism)[J]. Society & Animals, 2008, 16(3):197-222.
  [27] Glocker M L, Langleben D D, Ruparel K, et al. Baby schema in infant faces induces cuteness perception and motivation for caretaking in adults[J]. Ethology, 2009a, 115(3):257-263.
  [28] Glocker M L, Langleben D D, Rupare K, et al. Baby schema modulates the brain reward system in nulliparous women[J]. Proceedings of the National Academy of Sciences of the United States of America, 2009b, 106(22):9115-9119.
  [29] Gorn G J, Jiang Y W, Johar G V. Babyfaces, trait inferences, and company evaluations in a public relations crisis[J]. Journal of Consumer Research, 2008, 35(1):36-49.
  [30] Guido G, Peluso A M, Mileti A, et al. Effects of background music endings on consumer memory in advertising[J]. International Journal of Advertising, 2016, 35(3):504-518.
  [31] Gunasti K, Ross W T. How and when alphanumeric brand names affect consumer preferences[J]. Journal of Marketing Research, 2010, 47(6):1177-1192.
  [32] Hassanein K, Head M. The impact of infusing social presence in the web interface:An investigation across different products[J]. International Journal of Electronic Commerce, 2006, 10(2):31-55.
  [33] Healy M J, Beverland M B. Unleashing the animal within:Exploring consumers' zoomorphic identity motives[J]. Journal of Marketing Management, 2013, 29(1-2):225-248.
  [34] Hellén K, Sääksjärvi M. Development of a scale measuring childlike anthropomorphism in products[J]. Journal of Marketing Management, 2013, 29(1-2):141-157.
  [35] Herzog Jr H A, Betchart N S, Pittman R B. Gender, sex role orientation, and attitudes toward animals[J]. Anthrozoös, 1991, 4(3):184-191.
  [36] Hirschman E C. Consumers and their animal companions[J]. Journal of Consumer Research, 1994, 20(4):616-632.
  [37] Hofstede G. Cultures and organizations:Software of the mind[M]. London:McGraw-Hill, 1991.
  [38] Holak S L. Ritual blessings with companion animals[J]. Journal of Business Research, 2008, 61(5):534-541.
  [39] Holbrook M B, Woodside A G. Animal companions, consumption experiences, and the marketing of pets:Transcending boundaries in the animal-human distinction[J]. Journal of Business Research, 2008, 61(5):377-381.
  [40] Huddy L, Gunnthorsdottir A H. The persuasive effects of emotive visual imagery:Superficial manipulation or the product of passionate reason?[J]. Political Psychology, 2000, 21(4):745-778.
  [41] Jones D. An evolutionary perspective on physical attractiveness[J]. Evolutionary Anthropology:Issues, News, and Reviews, 1996, 5(3):97-109.
  [42] Kaspar K, Wehlitz T, Von Knobelsdorff S, et al. A matter of font type:The effect of serifs on the evaluation of scientific abstracts[J]. International Journal of Psychology, 2015, 50(5):372-378.
  [43] Keaveney S M. Equines and their human companions[J]. Journal of Business Research, 2008, 61(5):444-454.
  [44] Kinsella S. Cuties in Japan[A]. Skov L, Morean B. Women, media, and consumption in Japan[C]. Honolulu:University Hawaii Press, 1995:220-254.
  [45] Kivetz R, Simonson I. Self-control for the righteous:Toward a theory of precommitment to indulgence[J]. Journal of Consumer Research, 2002, 29(2):199-217.
  [46] Klink R R. Creating brand names with meaning:The use of sound symbolism[J]. Marketing Letters, 2000, 11(1):5-20.
  [47] Kouabenan D R. Occupation, driving experience, and risk and accident perception[J]. Journal of Risk Research, 2002, 5(1):49-68.
  [48] Lobmaier J S, Sprengelmeyer R, Wiffen B, et al. Female and male responses to cuteness, age and emotion in infant faces[J]. Evolution and Human Behavior, 2010, 31(1):16-21.
  [49] Locher C. The cult of cuteness in Japanese youth culture[M]. Norderstedt:GRIN Verlag, 2007.
  [50] Madzharov A V, Block L G, Morrin M. The cool scent of power:Effects of ambient scent on consumer preferences and choice behavior[J]. Journal of Marketing, 2015, 79(1):83-96.
  [51] Marcus A. The cult of cute:The challenge of user experience design[A]. Marcus A. HCI and user-experience design[C]. London:Springer, 2002:229-234.
  [52] May F, Monga A. When time has a will of its own, the powerless don't have the will to wait:Anthropomorphism of time can decrease patience[J]. Journal of Consumer Research, 2013, 40(5):924-942.
  [53] McVeigh B J. How Hello Kitty commodifies the cute, cool and camp:"Consumutopia" versus "control" in Japan[J]. Journal of Material Culture, 2000, 5(2):225-245.
  [54] Miesler L, Leder H, Herrmann A. Isn't it cute:An evolutionary perspective of baby-schema effects in visual product designs[J]. International Journal of Design, 2011, 5(3):17-30.
  [55] Morreall J. Cuteness[J]. British Journal of Aesthetics, 1991, 31(1):39-47.
  [56] Nenkov G Y, Inman J J, Hulland J. Considering the future:The conceptualization and measurement of elaboration on potential outcomes[J]. Journal of Consumer Research, 2008, 35(1):126-141.
  [57] Nenkov G Y, Scott M L. "So cute I could eat it up":Priming effects of cute products on indulgent consumption[J]. Journal of Consumer Research, 2014, 41(2):326-341.
  [58] Nitschke J B, Nelson E E, Nelson B D, et al. Orbitofrontal cortex tracks positive mood in mothers viewing pictures of their newborn infants[J]. NeuroImage, 2004, 21(2):583-592.
  [59] Norman D A. Emotional design:Why we love (or hate) everyday things[M]. New York:Basic Books, 2004.
  [60] Rule N O, Ambady N. The face of success:Inferences from chief executive officers' appearance predict company profits[J]. Psychological Science, 2008, 19(2):109-111.
  [61] Sanders J T. On "cuteness"[J]. British Journal of Aesthetics, 1992, 32(2):162-165.
  [62] Scott M L, Nenkov G Y. Using consumer responsibility reminders to reduce cuteness-induced indulgent consumption[J]. Marketing Letters, 2016, 27(2):323-336.
  [63] Shaffer D R, Kipp K. Developmental psychology:Childhood and adolescence[M]. Wadsworth, US:Cengage Learning, 2009.
  [64] Sherman G D, Haidt J, Coan J A. Viewing cute images increases behavioral carefulness[J]. Emotion, 2009, 9(2):282-286.
  [65] Sherman G D, Haidt J. Cuteness and disgust:The humanizing and dehumanizing effects of emotion[J]. Emotion Review, 2011, 3(3):245-251.
  [66] Sherman G D, Haidt J, Iyer R, et al. Individual differences in the physical embodiment of care:Prosocially oriented women respond to cuteness by becoming more physically careful[J]. Emotion, 2013, 13(1):151-158.
  [67] Shiv B, Fedorikhin A. Heart and mind in conflict:The interplay of affect and cognition in consumer decision making[J]. Journal of Consumer Research, 1999, 26(3):278-292.
  [68] Sprengelmeyer R, Perrett D I, Fagan E C, et al. The cutest little baby face:A hormonal link to sensitivity to cuteness in infant faces[J]. Psychological Science, 2009, 20(2):149-154.
  [69] Sprengelmeyer R, Perrett D, Young A. Reproductive hormones modulate cuteness processing[J]. Psychological Science, 2010, 21(5):753.
  [70] Ulbricht J. J. C. Holz revisited:From modernism to visual culture[J]. Art Education, 2005, 58(6):12-17.
  [71] Vandenbos G R. APA dictionary of psychology[M]. Washington, DC:American Psychological Association, 2007.
  [72] Warren C, Campbell M C. What makes things cool? How autonomy influences perceived coolness[J]. Journal of Consumer Research, 2014, 41(2):543-563.
  [73] Winterich K P, Haws K L. Helpful hopefulness:The effect of future positive emotions on consumption[J]. Journal of Consumer Research, 2011, 38(3):505-524.
  [74] Yano C R. Kitty litter:Japanese cute at home and abroad[A]. Goldstein J, Buckingham D, Brougère G. Toys, games, and media[C]. Mahwah, NJ:Lawrence Erlbaum, 2004:55-72.
  [75] Zebrowitz L A, McDonald S M. The impact of litigants' baby-facedness and attractiveness on adjudications in small claims courts[J]. Law and Human Behavior, 1991, 15(6):603-623.
  [76] Zebrowitz L A, Tenenbaum D R, Goldstein L H. The impact of job applicants' facial maturity, gender, and academic achievement on hiring recommendations[J]. Journal of Applied Social Psychology, 1991, 21(7):525-548.