The psychology of cuteness: Why we're drawn to the adorable -

‘Cute studies’ is an emerging academic discipline. Psychologists and cultural experts are investigating what cuteness is, how the brain responds to it, and how it impacts our daily lives.

From Hello Kitty to Baby Yoda, it’s clear that cuteness sells, but if we understand the psychology behind it we can use it to our own advantage. Click through the gallery to learn more!

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Kawaii -

The word kawaii means "cute" in Japanese. It’s thought that the cuteness trend originated in Japan in the 1970s and spread throughout East Asia. It’s now a part of the mainstream culture worldwide.

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Kindchenschema - In the 1940s, Austrian ethologist Konrad Lorenz came up with the idea of kindchenschema, or child schema. He noticed that certain features in children and animals trigger a specific response. You could call it the "aww factor."

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Adorable features - Characteristics such as chubby cheeks, big eyes, and a wobbly walk are adorable, whether it’s a puppy or a human baby.

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Protection response -

When we see these signs of youth, we instantly connect with them and have an urge to love and protect.

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Caretaker hypothesis -

This response was tested in a study in which adults were shown photos of adult cats and dogs, and then photos of puppies and kittens. Each time they were asked to play the game Operation.

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Caretaker hypothesis -

They played better after seeing the puppies and kittens! Exposure to cuter animals made them more careful, suggesting that our natural caretaker instincts are triggered by the appearance of these ‘cute’ aesthetics.

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Bonding - Cuteness plays an important role in bonding, empathy, and overall well-being.

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Neuroimaging -

Researchers performed studies that showed that the brain responds to visual cuteness, but also to adorable sounds and smells.

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Yuru-kyara -

In Japan, the epicenter of cuteness, mascots play a much greater role than those found on sports fields in the US. They are called yuru-kyara, and they represent regions, businesses, schools, and even prisons and branches of the military.

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Kumamon -

The mascots have personalities and are widely loved. One example is Kumamon, the cheeky representative of the Kumamoto prefecture in Japan. In 2015, Kumamon earned US$1 billion for the region.

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Kumamoto earthquake -

In 2016, a series of severe earthquakes hit Kumamoto. Social media posts from all over Japan came in asking if Kumamon, a fictional character, was okay, and why his Twitter had gone silent. The concern for his safety was overwhelming.

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Kumamoto earthquake -

The Kumamoto officials saw that the people needed Kumamon in this difficult time. They sent out the mascot with a bandage wrapped around his head to be seen rebuilding the fallen wall of the Kumamoto castle.

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Cuteness response -

It seems that the intense response triggered by cuteness in babies and animals can also apply to inanimate objects and fictional characters. This is something that marketing experts have known for more than a century.

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Kewpies -

Cute images in advertising began to appear around 1900. Artist Rose O’Neil designed the first "kewpies" in 1909. They were cute cherubic creatures with big heads and little wings.

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Kewpies -

The idea was picked up and one of the main companies to use her kewpies was Jell-O in the US. Kewpies started to pop up in their ads and on their packaging.

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Mickey Mouse -

The success of cuteness can also be traced through the evolution of Mickey Mouse. In the 1920s, Mickey started off as a slightly villainous character.

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Mickey Mouse -

In the following decades, he evolved into a softer, rounder, more loveable mouse. (notice the kewpies in this poster for the 1940 movie 'Fantasia').

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Hello Kitty -

Hello Kitty emerged in the 1970s. By the way, approximately US$5 billion worth of Hello Kitty merchandise is sold per year! In Asia there are Hello Kitty theme parks, restaurants, hotel suites, and even jet planes.

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Hollywood -

In Hollywood, no superhero or sci-fi movie is complete without an adorable sidekick. Take Groot from ‘Guardians of the Galaxy’ as an example.

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Hollywood -

They even made a baby version of Yoda! 

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Kawaii consumerism -

These massive corporations understand that cuteness provokes a desire to engage and to nurture. To be cute is to be approachable, non-threatening, and loveable.

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Kawaii consumerism -

These reactions naturally create a strong desire to purchase cute products or consume media with cute characters. We don’t often question these desires or consider the manipulation at play.

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Cute campaigns -

There is even a history of cute imagery being used on posters for political campaigns to elicit this response. And, of course, there’s the baby-kissing cliché in American politics.

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Origin of "cute" -

The English word "cute" is derived from the Latin acus, meaning sharp or pointed. Cute originally meant sharp-witted or shrewd. It’s very fitting, considering the shrewd way that cuteness is used as a tool to manipulate the human brain.

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Make cuteness work for you -

Considering the way cuteness is used against us sometimes, we might as well learn how we can make it work for us.

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Increase focus - Research shows that looking at a cute animal photo before starting a task increases focus and accuracy.

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Personify your possessions -

If you’re in the habit of losing or abusing your belongings, try to imagine them as cute, helpless creatures that need your care. Biologically you are more likely to take good care of them.

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Defuse frustration -

If someone frustrates or intimidates you, try to picture them as a child. This can activate empathy rather than defensiveness, and ease relations.

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Cute environment -

Bringing some cute elements into your environment can have a calming and relaxing effect. Try it out!

Sources: (Psychology Today) (Quartz)

See also: Cute animals celebrating love

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