Economic insecurity decreases cute product choice preference via other‐focused concern and the need to connect with others

Abstract There are plenty of cute products in the marketplace even in difficult times. Yet, cute products do not always capture people's attention. Does insecure economic perception affect people's choice of cute products? To address this unexamined research gap, we propose that economic insecurity negatively influences cute product choice preference via the serial mediation effects of other‐focused concern and the need to connect with others. Desire for emotional support is proposed to moderate the focal relationship. We demonstrate these effects using four studies. Studies 1a and 1b tested the causal relationship between primed economic insecurity and choice preference towards cute products as well as ruling out several possible mechanisms (i.e., sense of control, affect, parental caring motives, risk aversion, the desire for cuteness, and the need for protection). Study 2 demonstrated that other‐focused concern and the need to connect with others serially mediated the above effect. Study 3 explored the moderating effect of desire for emotional support. Companies that manufacture cute products can benefit from our findings on how to communicate with consumers in times of economic downturn.