As cute as a button: the effect of size on online product cuteness perception

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.