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Keywords: Cuteness
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2023) 35 (12): 2897–2911.
Published: 22 May 2023
.... The first was a two-part (virus: anthropomorphic vs non-anthropomorphic) between-subject design that measured the participants' risk perception and compliance intention. The second experiment used a three-part (cuteness: cute vs non-cute vs control) between-subjects design. The third experiment used a three...
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2022) 34 (6): 1145–1157.
Published: 13 September 2021
... investigates the role of cuteness in leveraging the effectiveness of a narrative emphasizing an insight versus an effort in this regard. Design/methodology/approach This research presents two experimental studies. Study 1 examines the moderating role of cuteness on the likelihood of purchasing a new...
