IS Cute Design Good for Green Products? Influences of Green Appeals and Baby-Face Schema: An Abstract

• Published in: Creating Marketing Magic and Innovative Future Marketing Trends pp. 1231 - 1232
• Main Authors: Chang, Chun-Tuan, Yeh, Wei-Cheng, Lin, You
• Format: Book Chapter
• Language: English
• Published: Cham Springer International Publishing 2017
• Series: Developments in Marketing Science: Proceedings of the Academy of Marketing Science
• Subjects: Brand Personality; Consumer Attitude; Customer Relationship Management; Green Product; Product Design
• ISBN: 3319455958; 9783319455952
• ISSN: 2363-6165; 2363-6173
• DOI: 10.1007/978-3-319-45596-9_225

Anthropomorphism creates favorable consumer reactions, such as increased product likability, enhanced positive emotions, and more favorable attributions of brand personality (Delbaere et al. 2011). Furthermore, cute products might include anthropomorphized features (Epley et al. 2007), since some humanlike characteristics can potentially enhance perceived cuteness (Lorenz 1943). We extend Sherman et al. (2009) that being exposed to cute product designs could evoke caregiving feelings and lead to altruism. Griskevicius et al. (2010) suggested that conservation behavior can be conspicuous altruism: going green is to be seen. Since cuteness is viewed as attractive in an adorable way (Hellen and Saaksjarvi 2011), cute product usage could assist to demonstrate their usage visibility. In this research, we propose that babyish-appearing product designs will lead to altruism and are advantageous to promote green products. Sherman and Haidt (2011) suggested that perceiving cuteness motivates social engagement and primes affiliative, friendly tendencies. This attitudinal change is assumed to be linked with cognitive processes related to mentalizing (i.e., attributing mental states to agents) and sometimes indirectly leads to increased cares. Thus, we propose that babyish-appearing design leads to more other-focused (altruistic) tendency. Since green product purchase and babyish-appearing product design can be related to the trait of altruism, we assumed that consumers prefer baby-faced design over mature-faced design on products with green appeal. We also assumed that consumers prefer mature-faced design over baby-faced design on products with functional appeal. Finally, we assumed that the influence of interaction between design and appeal on consumer preference is mediated by baby-face schema. We conducted three studies (two lab experiments and one empirical modeling) to examine baby-face effects on product design. The results uncovered several important insights into how consumers respond to babyish-appearing products. First, we establish the essential importance of babyish-appearing product designs in green product design. Second, we demonstrate robust effects of consumers’ more favorable attitudes and stronger purchase intention after viewing a babyish-appearing car with green appeals. On the other hand, individuals show more positive attitudes and stronger purchase intention after being exposed to a mature-appearing car with nongreen but functional appeals. Third, the congruence between the product design and the product appeal served as a mechanism behind consumer attitudes and intention.