Carefree cuteness: the effect of exposure to cuteness on risk seeking

Purpose Cuteness has grown to be a global phenomenon fueled by the explosive usage of social media. Cute stimuli are ubiquitous, but few have explored their effects on consumer decision-making; direct evidence is particularly lacking in the area of risky choices. In this research, the authors theorize and demonstrate the unintended effects of cuteness exposure on people’s risk preference. Design/methodology/approach Across five experimental studies situated in various risk contexts, including health, financial and safety, the authors demonstrate that exposure to cuteness makes consumers more risk-seeking due to the reduction of situational conscientiousness. Study 1 used an experimental lab study with a real circumstance to test the effect on the risk associated with food consumption. Study 2 used a classical gambling experiment to test the effect on financial risk. Studies 3a and 3b used a mass shooting news article to test the effect on safety risk. Lastly, study 4 tested the mediating role of low conscientiousness with the classical gambling experiment. Findings The findings show that exposure to cuteness makes people more likely to take risks in various domains (e.g. food consumption, safety and financial decisions). Research limitations/implications This study tested the effect of cuteness on risk-seeking with a limited number of domains of risk. In addition, the authors tested the effect with visual cuteness stimuli, while individuals may perceive cuteness through other senses, such as sound. Practical implications The findings have implications for business owners and marketers when deciding whether and how to use cuteness to promote their products and brands, as well as to avoid potential repercussions. For example, a marketer for a new extreme sports company could use videos or images of cute animals participating in sports on the company’s social media channels to expand its market share. In addition, findings from this research would make consumers more attentive when facing cute appeals as they gain a better understanding of how exposure to cuteness could impact their own decision-making. Originality/value To the best of the authors’ knowledge, this research is the first to demonstrate that exposure to subtle, cute environmental cues has a robust effect on consumers’ risk preferences across various domains, regardless of age and gender.