搭著療癒風，廠商無不與可愛角色聯手，推出結合可愛元素的商品，企圖搶占學生和上班族的療癒商機。過去研究較少比較不同類型可愛的相對效果，也缺乏從可愛的角度出發，實證其療癒作用。本研究以可愛為主軸，探討可愛是否確為引發療癒感的前因，和測試療癒感對產品態度、購買意願的影響。並將可愛區分為嬰兒可愛（令人關注，具正面形象，例如：小熊維尼、卡娜赫拉），和古怪可愛（好笑，具負面形象，例如：老皮、監獄兔），比較產品添加不同可愛元素的療癒感效果差異，並檢視產品類型，和可愛角色在產品上呈現視角的可能干擾。
基於可愛相關研究、注意力恢復理論、唯樂主義、享樂性/效用性消費、圖像基模等概念，本研究採實驗設計法，以兩個實驗驗證八個假說。實驗一採取3(產品添加可愛元素：嬰兒可愛 vs. 古怪可愛 vs. 無添加) x2(產品類型：享樂型 vs. 功能型)的二因子受測者間實驗設計；實驗二採取3(產品添加可愛元素：嬰兒可愛 vs. 古怪可愛 vs. 無添加) x3(呈現視角：俯視 vs. 平視 vs. 仰視)的二因子受測者間實驗設計。
研究結果發現：（1）產品添加可愛，能產生較高的療癒感，並引發較佳的產品態度、購買意願，以嬰兒可愛的效果又特別好；（2）功能性產品強化添加可愛元素(vs.無添加)、享樂性產品強化嬰兒可愛(vs.古怪可愛)的正向療癒感效果；（3）俯視呈現可愛角色，會弱化添加可愛元素(vs.無添加)的正向療癒感效果，但有助強化嬰兒可愛(vs.古怪可愛)的療癒感效果。
本研究結果有助釐清可愛和療癒感之間的關係、重新界定可愛的類型分類、探究兩種可愛引發的效果差異，連結可愛研究與產品類型、垂直基模，和以注意力恢復理論，解釋療癒感的產生機制等，提供重要理論意義。並提供廠商可愛產品設計上的參考。

Because of healing power, many companies frequently promote products with cute elements to catch students and office workers’ attention and increase product sales. In previous research, the relative effective of different cute style is rarely discussed. Also, whether cuteness does evoke healing feeling is rarely proofed. Therefore, this study focuses on the effects of cute elements, trying to prove the cause of healing feeling and examine the healing effect on product attitude and purchase intention. Further, cuteness is classified into two types to compare the healing effects of different cute type. One is baby cuteness which increases caretaking behavior and has positive characteristics, such as Winnie the Pooh and Kanahei. The other is whimsical cuteness which is funny and has negative characteristics, such as Jake and Usavich. Moreover, this study analyzes the possible moderation of product type and the camera angle of cute animators pictured on the product.
Based on cute research, attention restoration theory, hedonic contingency theory, hedonic or utilitarian consumption and schema theory, this research used two experiment methods to test 8 hypotheses. Experiment 1 was conducted with a 3(product with cute elements: baby cuteness vs. whimsical cuteness vs. not cute) x2(product type: hedonic vs. utilitarian) between-subjects design. Experiment 2 was conducted with a 3(product with cute elements: baby cuteness vs. whimsical cuteness vs. not cute) x2(camera angle: downward vs. eye-level vs. upward) between-subjects design.
The analytical results indicate that: (1) A product with cute elements, especial baby cuteness, would raise the degree of healing feeling and trigger better product attitude and purchase intention. (2) Utilitarian goods strengthen the positive healing effect of cute elements (vs. not cute) and hedonic goods strengthen the positive healing effect of baby cuteness (vs. whimsical cuteness). (3) Showing the cute animators with downward camera angle weakens the positive healing effect of cute elements (vs. not cute), but strengthens the positive healing effect of baby cuteness (vs. whimsical cuteness).
The results of this research add the understanding of the relationship between cuteness and healing feeling. Moreover, the findings define the types of cuteness more clearly and clarify the difference in healing effects between two cute styles. In theoretical contributions, this research not only replenishes the research about cute elements in product type, schema theory, and attention restoration theory but also explains the cause of healing feeling. For practitioners, the research results provide practical suggestions on how to design products by combining cute elements to generate better effects.

論文審定書
謝誌 i
摘要 ii
Abstract iii
目錄 v
圖次 vii
表次 viii

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究問題 5
第四節 研究目的 6
第二章 文獻探討 7
第一節 療癒系與療癒商品 7
第二節 可愛與相關研究 16
第三節 注意力恢復理論(Attention Restoration Theory，ART) 28
第四節 產品類型 34
第五節 圖像基模理論 36
第三章 研究架構與假說推論 39
第一節 研究架構 39
第二節 假說推論 39
第四章 實驗一 48
第一節 研究方法 48
第二節 前測一 49
第三節 前測二 57
第四節 實驗一研究設計 64
第五節 分析結果 67
第六節 討論 112
第五章 實驗二 118
第一節 研究方法 118
第二節 前測三 119
第三節 前測四 120
第四節 前測五 125
第五節 實驗二研究設計 128
第六節 分析結果 129
第七節 討論 170
第六章 結論與建議 176
第一節 研究發現與討論 176
第二節 理論意涵 181
第三節 實務意涵 186
第四節 研究限制 189
第五節 未來研究方向 191
參考文獻 194
附錄一、 前測一問卷 208
附錄二、 前測一實驗刺激 214
附錄三、 前測二問卷 216
附錄四、 前測二實驗刺激 222
附錄五、 實驗一問卷 223
附錄六、 實驗一實驗刺激 231
附錄七、 前測三問卷 233
附錄八、 前測三實驗刺激 236
附錄九、 前測四問卷 237
附錄十、 前測四實驗刺激 240
附錄十一、 前測五問卷 242
附錄十二、 前測五實驗刺激 245
附錄十三、 正式實驗二問卷 246
附錄十四、 正式實驗二實驗刺激 255
附錄十五、 色彩表 258

中文文獻
Allen, C. (2015年12月22日)。每一個真性情的人心中，都藏著一個愛玩的孩子。Allen 懷想錄。取自https://www.google.com.tw/url?sa=t&rct=j&q=&esrc=s&source=web&cd=2&cad=rja&uact=8&ved=0ahUKEwjw68OpybfLAhVn5KYKHZpQDVUQFggiMAE&url=http://allencwf.blogspot.com/2015/12/in-every-real-man-child-is-hidden-that.html&usg=AFQjCNGlsIDLzYoVjLBLKuahf7T30StyiA&sig2=2WudcjlJ8JhBINi1VlR3rw
TVBS News（2014年7月6日）。航海王食譜成真！魯夫最愛｢帶骨肉丸｣。TVBS News。取自https://l.facebook.com/l.php?u=https://www.youtube.com/watch?v=b_uuYsNTC9I&feature=share&h=9AQGrIoO0
于亦知 (2012)。名人效應對消費者購買意願影響之研究-以美粒果為例 (碩士論文)。國立中山大學，高雄市。
方雅青 (2006年4月26日)。<轉載> 心靈汪洋中的療癒商機。突破電子報。取自http://blog.xuite.net/dorado1113/chinaice/6135662-<轉載>+心靈汪洋中的療癒商機
王心怡 (2016年2月12日)。療癒蛋黃哥制霸 網購詢問度暴3倍。蘋果日報。取自 http://www.appledaily.com.tw/appledaily/article/supplement/20160212/37058881/
王明堂 (2012)。關懷樂齡族的療癒系玩具之設計方向探討。設計學報， 17(2)，1-24。
王璽瑋 (2015)。可愛產品的刻板印象對產品功能評價、購買意願以及願付價格之影響 (未開放之碩士論文)，國立中山大學，高雄市。
四方田犬彥 (2007)。可愛力量大 (陳光棻，Trans.)。台北市:天下文化。
江霜 (2015)。當代台灣女性氣質的再現:裝可愛與性別權力關係 (碩士論文)。 私立世新大學，台北市。
池文海、黃庭鍾、張智銘 (2009)。一般民眾使用膳食補給品之行為意圖研。台南科大學報，28，133-154。
色彩表。取自http://www.ebaomonthly.com/window/photo/lesson/colorList.htm
吳亭儀 (2013年10月11日)。新面孔增！療癒玩偶+實用 集點主流。YAHOO奇摩新聞。取自https://tw.news.yahoo.com/新面孔增-療癒玩偶-實用-集點主流-073000067.html
吳俊儒 (2009)。成年人之療傷系玩具消費：商品意義建構、消費體驗與價值創造 (碩士論文)。私立世新大學，台北市。
吳裕傑 (2009)。廣告中角色人物之可愛與否，故事有無、與推薦方式對消費者態度之影響 (碩士論文)。國立政治大學，台北市。
宋依宸 (2016年2月15日)。再給9天連假吧！不想上班？療癒兔陪開工！。ET Life 生活雲。取自http://life.ettoday.net/article/647567.htm
宋係潔 (2008)。療傷系玩具特性與熟齡族療傷感的研究(碩士論文)。私立南台科技大學，台南市。
李秋滿（2014）。媒介豐富、流行涉入、網路外部性對虛擬社群意識與黏著度之影響─以通訊軟體LINE為例（碩士論文）。私立銘傳大學，台北市。
李靜如（2007）。大學生的成人依附、社交能力、社會支持、寂寞與憂鬱之關係（博士論文）。國立政治大學，台北市。
杞琇婷 (2008)。療癒系商品影響心情轉換之要因與成效 (碩士論文)。國立成功大學，台南市。
卓宏謙 (2008)。可愛的正負面特質對角色設計之影響 (碩士論文)。國立臺灣藝術大學，新北市。
周之鼎（2016年1月21日）。去年哪些貼圖最紅？LINE公開2015年度原創貼圖銷售前五。EToday東森新聞雲。取自http://www.ettoday.net/news/20160121/635199.htm?feature=rapaq&tab_id=122
周先捷 (2005)。環境偏好與環境恢復性知覺關係之研究─以山景景觀為例 (碩士論文)。私立靜宜大學，台中市。
林正士、練乃華、周軒逸 (2011)。另類廣告不一致：品牌來源國與品牌消費文化定位之觀點。廣告學研究，36，99-135。
林妙玲 (2007年12月)。日本當代藝術家 奈良美智 不完全可愛 卻更具魅力。遠見雜誌，第258期。取自http://store.gvm.com.tw/article_content_13745.html
林杏禧 (2013)。Kidult 設計風格探討及應用於繪本創作 (碩士論文)。私立朝陽科技大學，台中市。
林佳燕（2000）。大學生個人特質因素對色彩嗜好關係之研究。國立交通大學（碩士論文），新竹縣。
林翠儀 (2015月5月8日)。日本自由行》締造700萬個銷售奇蹟的扭蛋「杯緣子」。自由時報。取自http://talk.ltn.com.tw/article/breakingnews/1310679
林慧玲（2014）。從心理角度探討療癒系商品消費行為研究（碩士論文）。國立政治大學，台北市。
林潔玲 (2015年12月24日)。網購逾5成 療癒玩具夯。聯合財金網。取自http://money.udn.com/money/story/5648/1398437-網購逾5成-療癒玩具夯
邱育佳（2016）。食品口感描繪對熱量預估之影響（未出版碩士論文）。國立中山大學，高雄市。
邱皓政（2010）。量化研究與統計分析：SPSS/PASW資料分析範例第5版。台北市:五南出版社。
紀夙娟 (2009)。消費者的價格敏感度與滿意度之關係研究。多國籍企業管理評論，3(1)，235-251。
范瑜庭 (2015)。擬人化商品購買行為之探討─以可愛感受、認知價值及產品涉入程度為中介變數 (碩士論文)。私立銘傳大學，台北市。
海苔熊 (2013年8月23日)。可愛的條件：為什麼你放不下米格魯？。泛科學。取自http://pansci.asia/archives/47775
翁鈴雅 (2008)。偶像劇的療癒系功能--本土偶像劇的閱聽人研究 (碩士論文)。 私立世新大學，台北市。
張俊彥、唐宜君 (2015)。自然景觀效益的劑量觀點—以水景為例。人文與社會科學簡訊，16(2)，97-104。
張純婉 (2011)。醫療院所內益康花園的恢復性知覺與生心理效益之研究—以台中榮總為例 (碩士論文)。私立東海大學，台中市。
張婕妤 (2015)。愉悅閱讀過程中的正面情緒─以臺灣女性閱讀BL作品所得之「療癒感」為例 (未出版之碩士論文)。國立臺灣大學，台北市。
張簡辰慧 (2014)。台灣可愛吉祥物之研究 (碩士論文)。國立高雄師範大學，高雄市。
莊旭芹 (2014)。可愛角色意象語彙之視覺傳達研究 (碩士論文)。國立屏東教育大學，屏東市。
許哲嘉 (2009)。療傷系玩具之意象認知研究 (碩士論文)。私立大同大學，台北市。
許敬安 (2014)。可愛的造形意象與造形特徵之相關性研究 (碩士論文)。國立台灣科技大學，台北市。
許毓麒（2004）。「吞世代」族群對色彩偏好的探討（碩士論文）。私立大葉大學，彰化縣。
郭美懿 (2015年10月30日)。療癒小物 擁抱小確幸。蘋果日報。取自http://www.appledaily.com.tw/appledaily/article/supplement/20151030/36870589/w
郭家崴 (2015年09月16日)。全店行銷拚療癒 日系卡通占鰲頭。中時電子報。取自http://www.chinatimes.com/newspapers/20150916000761-260113
陳聿文 (2015)。探討產品、人格特質與情境因素對於購物療癒效果之影響 (未出版碩士論文)。私立中原大學，桃園市。
陳姵君 (2008)。因為你所以我快樂，療傷系玩具顧客價值之研究 (碩士論文)。 私立朝陽科技大學，台中市。
陳盈均(2016)。媒體背後的虛幻空間與媒體的日常交流（未出版碩士論文）。國立台南藝術大學，台南市。
陳胤竹 (2012)。台灣人的裝可愛－語意及語用學分析（碩士論文)。私立亞洲大學，台中市。
陳惠君 (2008)。療癒商品設計之研究 (碩士論文)。國立成功大學，台南市。
喬治‧休斯 (2005)。心靈也需要排毒：喬治的心靈減壓書 (萬紫，Trans.)。台北: 甜水文化。
彭靖佳（2012）。商品的拍攝角度對廣告說服力效果（碩士論文）。廈門大學：廈門市。
曾玉滿（2009）。工作壓力對工作績效關係之探討--以諮商為干擾變項（碩士論文）。國立中山大學，高雄市。
曾祥景 (2014)。服務場景的人際因素對注意力幸福感的影響:以恢復體驗為中介角色 (博士論文)。國立政治大學，台北市。
馮景青 (2014年02月17日)。LINE療癒商品 全家搶商機。中時電子報。取自http://www.chinatimes.com/realtimenews/20140217004900-260405
黃羚喬 (2015)。自我贈禮的廣告訴求對消費者購買意圖之影響 (碩士論文)。私立東吳大學，台北市。
黃惠珺 (2010)。比較不同利益區隔消費者對療傷系玩具之需求：精化Kano模式觀點 (碩士論文)。私立朝陽科技大學，台中市。
黃毓澖 (2015)。食物可愛造型如何影響食物種類和不同情緒下之食用量 (未出版碩士論文)。國立高雄應用科技大學，高雄市。
楊俊明、許淑妮（2013）。模糊一點好：廣告圖片景深對消費者態度的影響。行銷科學學報，9(1)，53-76。
楊琇君 (2002)。可愛造形之比例研究 (碩士論文)。國立臺灣科技大學，臺北市。
滔客 (2015年12月04日)。【療癒Snoopy 3C小物推薦】每天都是新的一天~史努比陪妳的開心時光！。蕃新聞。取自http://history.n.yam.com/talk/life/20151204/20151204430949.html
葉思岑 (2005)。情緒舒緩玩偶產品魅力要素之研究 (碩士論文)。國立成功大學，台南市。
詹婉瑜 (2013)。可愛暴力角色流行因素初探 (碩士論文)。國立政治大學，臺北市。
劉力仁 (2015)。醫療院所療癒性庭園恢復性環境知覺與情緒效益之研究－以台中榮民總醫院為例 (碩士論文)。私立逢甲大學，台中市。
劉亞奈 (2015)。上班族療癒圖文書之創作研究 (碩士論文)。私立銘傳大學，台北市。
劉馨文（2015）。牽動購買決策的關鍵想像：探索心理模擬之前因與效果（未出版碩士論文）。國立中山大學：高雄市。
蔡瑤昇、耿慶瑞、江沛昀與劉晏如 (2013)。服飾搭配圖片類型、網路口碑數量對消費者購買意願影響之研究。｢2013第16 屆科技整合管理研討會｣發表之論文，私立東吳大學。
韓經淳 (2015年10月26日)。給上班族「拍拍」 超商推療癒商品。聯合新聞網。取自http://udn.com/news/story/7270/1271781-給上班族「拍拍」-超商推療癒商品
藍意茹 (2005)。癒す玩具之設計探究 (碩士論文)。國立台灣藝術大學，新北市。
顏志龍、鄭中平(2016)。給論文寫作者的統計指南：傻瓜也會跑統計。台北市:五南出版社。
羅雅嬪（2006）。網購服務失誤、服務補救與顧客滿意度-知覺公平與期望不一致之觀點（碩士論文）。國立嘉義大學，嘉義市。
蘇尹岑 (2015年10月5日)。上班族面對壓力 多失眠、失常、失和。1111通訊社。取自http://www.1111.com.tw/news/jobns_con.asp?ano=83950
蘇松濤 (2015年1月5日)。療癒小物發燒　媞爾妮『Truffe發條小熊』第二彈 上班族、學生最愛療癒系潤唇膏典藏組限量發行。中央日報。取自http://www.cdnews.com.tw/cdnews_site/docDetail.jsp?coluid=112&docid=103057999
饒婉平 (2006)。癒系商品之消費者體驗研究 (碩士論文)。私立銘傳大學，台北市。
 
英文文獻
Aaker, D. A., & Keller, K. L. (1987). Consumer response to brand extemsions. University of Califonia: Berkeley.
Adaval, R. (2001). Sometimes it just feels right: The differential weighting of affect-consistent and affect-inconsistent product information. Journal of Consumer Research, 28(1), 1-17.
Alley, T. R. (1981). Head shape and the perception of cuteness. Developmental Psychology. 17(5), 650–654.
Alley, T. R. (1983). Infantile head shape as an elicitor of adult protection. Merrill Palmer Quarterly, 29(4), 411–427.
Aradhye, C., Vonk, J., & Arida, D. (2015). Adults' responsiveness to children's facial expressions. Journal of Experimental Child Psychology, 135, 56-71.
Atalay, A. S., & Meloy, M. G. (2011). Retail therapy: A strategic effort to improve mood. Journal of Psychology & Marketing, 28(6), 638–659.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
Berry, D. S., & McArthur, L. Z. (1985). Some components and consequences of a babyface. Journal of Personality and Social Psychology, 48(2), 312-323.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.
Bloch, P. H., Sherrell, D. L., & Ridgway, N. M. (1986). Consumer search: An extended framework. Journal of Consumer Research. 13(1), 119-126.
Booth-Butterfield, M., & Booth-Butterfield, S. (1990). Conceptualizing affect as information in communication production. Human Communication Research, 16 (4), 451-476.
Borgi, M., Cogliati-Dezza, I., Brelsford, V., Meints, K., & Cirulli, F. (2014). Baby schema in human and animal faces induces cuteness perception and gaze allocation in children. Frontiers in Psychology, 5, 411. Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4019884/
Botti, S., & McGill, A. L. (2011). The locus of choice: Personal causality and satisfaction with hedonic and utilitarian decisions. Journal of Consumer Research, 37(6), 1065-1078.
Bower, G. H. (1981). Mood and Memory. American Psychologist, 36(2), 129-148.
Brosch, T., Sander, D., & Scherer, K. R. (2007). That baby caught my eye... attention capture by infant faces. Emotion, 7(3), 685-689.
Cacioppo, J. T., Petty, R. E., & Kao, C. F. (1984). The efficient assessment of need for cognition. Journal of Personality Assessment, 47(3), 306-307.
Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65-81.
Chang, C. Y., Hammitt, W.E., Chen, P.K., Machnik, L., & Su, W. C.(2008). Psychophysiological responses and restorative values of natural environments in Taiwan. Landscape and Urban Planning, 85(2), 79-84.
Cheok, A. D. (2010). Kawaii/Cute interactive media.Art and Technology of Entertainment Computing and Communication (pp. 223-254).German, Berlin:Springer.
Cohen, S., Kamarck, T., & Mermelstein, R. (1983). A global measure of perceived stress. Journal of Health and Social Behavior, 24(4),385-396.
Cole, D. N., & Hall, T. E. (2010). Experiencing the restorative components of wilderness experiencing the restorative components of wilderness environments: Does congestion interfere and does length of exposure matter? Environment and Behavior, 42(6), 806-823.
Cooper, D. R., & Schindler, P. S. (2011). Business research methods 11th ed. New York: McGraw-Hill Higher Education.
Coynik, D. (1974). Movie making. Chicago: Loyola University Press.
Crozier, R. (1994). Manufactured pleasures-psychological responses to design. New York: Manchester University Press.
Dhar, R., & Kim, Y. E. (2007). Seeing the forest or the trees implications of construal level theory for consumer choice. Journal of Consumer Psychology, 17(2), 96-100.
Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60-71.
Eisenberg, N. (2000). Emotion, regulation, and moral development. Annual Review of Psychology, 51(1), 665-697.
Felsten, G. (2009). Where to take a study break on the college campus: An attention restoration theory perspective. Journal of Environmental Psychology, 29(1), 160-167.
Fredrickson, B. L. (2001). The role of positive emotions in positive psychology: The broaden-and-build theory of positive emotions. American Psychologist, 56(3), 218–226.
Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5), 63-71.
Fukushima, M. (2011年8月2日). Robotic seals help heal Japan's elderly Tsunami victims. NTD TV. Retrieved from https://www.google.com.tw/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwjV_Pmpy7fLAhVjKKYKHUISA7IQtwIIGzAA&url=https://www.youtube.com/watch?v=PNw4oicWmWU&usg=AFQjCNGBQLVxzVt7KOTsYoS_WxtbJO-uzg&sig2=SquPG9Klbe6v1wdsXj0hUQ
Furse, D. H., & Stewart, D. W. (1986). Effective Television Advertisinf: A Study of 1000 Commercials. Lexington, MA: Lexington Books.
Gable, P. A., & Harmon-Jones, E. (2008). Approach-motivated positive affect reduces breadth of attention. Psychology Science, 19(5), 476-482.
Glocker, M.L., Langleben, D.D., Ruparel, K., Loughead, J.W., Gur, R.C., & Sachser, N. (2009). Baby schema in infant faces induces cuteness perception and motivation for caretaking in adults. Ethology, 115(3), 257-263.
Gould, S. J. (2008). A biological homage to mickey mouse.262-270. Retrieved from http://isites.harvard.edu/fs/docs/icb.topic1049594.files/Gould Mickey Mouse.pdf
Granot, E., Alejandro, T. B., & Russell, L. T. M. (2013). A socio-marketing analysis of the concept of cute and its consumer culture implications. Journal of Consumer Culture, 14(1), 66-87.
Griskevicius, V., Shiota, M. N., & Neufeld, S. L. (2010). Influence of different positive emotions on persuasion processing: A functional evolutionary approach. Emotion, 10(2), 190-206.
Hartig, T., Böök, A., Garvill, J., Olsson, T., & Gärling, T. (1996). Environmental influences on psychological restoration. Scandinavian Journal of Psychology, 37(4), 378-393.
Hartig, T., Korpela, K., Evans, G.W., & Gärling, T. (1997). A measure of restorative quality in environments. Scandinavian Housing and Planning Research, 14(4), 175-194.
Hartmanna, P., Apaolazaa, V., & Alijab, P. (2013). Nature imagery in advertising: Attention restoration and memory effects. International Journal of Advertising, 32(2), 183-210.
Hellén, K., & Sääksjärvi, M. (2013). Development of a scale measuring childlike anthropomorphism in products. Journal of Marketing Management, 29(1-2), 141-157.
Herman, C.P., Roth, D. A., & Polivy, J. (2003). Effects of the presence of others on food intake: A normative interpretation. Psychological Bulletin, 129(6), 873-886.
Herzog, T. R., Maguire, C. P., & Nebel, M. B. (2003). Assessing the restorative components of environments. Journal of Environmental Psychology, 23(2), 159-170.
Hildebrandt, K. A., & Fitzgerald, H. E. (1978). Adults’ responses to infants varying in perceived cuteness. Behavioral Processes, 3(2), 159-172.
Hildebrandt, K. A., & Fitzgerald, H. E. (1979). Facial feature determinants of perceived infant attractiveness. Infant Behavior and Development. 2(1), 329–339.
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption, emerging concept, methods and propositions. Journal of Marketing, 46(3), 92-101.
Holbrook, M. B. (1994). The nature of customer value: An axiology of services in the consumption Experience. In R. T. Rust and R. L. Oliver(Eds.), Service Quality: New Directions in Theory and Practices (pp. 21-71). Thousand Oaks, CA: Sage.
Hong, J., & Chang, H. H. (2015).“I” follow my heart and “we” rely on reasons: The impact of self-construal on reliance on feelings versus reasons in decision making. Journal of Consumer Research, 41(6), 1392-1411.
Hsiao, K.A., & Chen, L.L. (2006). Fundamental dimensions of affective responses to product shapes. International Journal of Industrial Ergonomics, 36(6), 553-564.
Huettl, V., & Gierl, H. (2012). Visual art in advertising: The effects of utilitarian vs. hedonic product positioning and price information. Marketing Letters, 23(3), 893-904.
Hutt, C. (1972). Sex differences in human development. Human Development, 15(3), 153-170.
Ihara, N., & Nittono, H. (2012). Cute things are not always infantile: A psychophysiological study on the feeling of cuteness. International Journal of Psychophysiology, 85(3), 404-404. Retrieved from https://www.deepdyve.com/lp/elsevier/cute-things-are-not-always-infantile-a-psychophysiological-study-on-Oy0NzKxHB8
James, W. (1892). Psychology: A Briefer Course. London: Macmillan and Co., Ltd.
Järvinen, A. (2009). Games without frontiers: Methods for game studies and design. Saarbrücken: VDM.
Jin, S.-A. A. (2009). Modality effects in second life: The mediating role of social presence and the moderating role of product involvement. CyberPsychology & Behavior, 12(6), 717-721.
Johnson, M. (1987). The body in the mind: The bodily basis of meaning, imaginatio, and reason. Chicago: University of Chicago Press.
Jordan, P. W. (2000). Designing Pleasurable Products. London: Taylor & Francis.
Joye, Y., Pals, R., Steg, L., & Evans, B. L. (2013). New methods for assessing the fascinating nature of nature experiences. PLoS One, 8(7), 1-14. Retrieved from http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0065332
Kamas, L., Preston, A., & Baum, S. (2008). Altruism in individual and joint-giving 19 decisions: What's gender got to do with it? Feminist Economics, 14(3), 23-50.
Kaplan, R. (1993). The role of nature in the context of the workplace. Landscape and Urban Planning, 26(1-4), 193-201.
Kaplan, R. (2001). The nature of the view from home: Psychological benefits. Environment and Behavior, 33(4), 507-542.
Kaplan, R., & Kaplan, S. (1989). The experience of nature: A psychological perspective. Cambridge: Cambridge University Press.
Kaplan, S. (1995). The restorative benefits of nature: Toward an integrative framwork. Journal of Environmental Psychology, 15(3), 169-182.
Kehily, M. J. (2004). Understanding childhood an introduction to some key hemes and issues. In M. J. Kehily (Ed.), An Introduction to Childhood Studies. Maidenhead: Open University Press.
Kepplinger, H. M. (1987). Der einflu von kameraperspektiven auf die auffälligkeit und wahrgenommene tendenz sowie die informationsvermittlung und die personnenwahrnehmung. In Darstellungseffekte: experimentelle untersuchung.
Kerckhove,V.A., Geuens, M., & Vermeir, I.(2015).The floor is nearer than the sky: How looking up or down affects construal level. Journal of Consumer Research, 41(6).1358-1371.
Kinsella, S. (1995). Cuties in Japan. In B. M. a. L. Scov (Ed.), Women, Media and Consumption in Japan (pp. 220-253). Hawaii: Curzon & Hawaii University Press.
Kivetz, R., & Simonson, I. (2002). Earning the right to indulge: Effort as a determinant of customer preferences toward frequency program rewards. Journal of Marketing Research, 39 (2), 155-170.
Klapper,S. (2009). Exploring Kawaii in a sample of Japanese college women: A mixed-methods study. St. Mary’s College of Maryland, 1-71. Retrieved from https://www.pdffiller.com/en/project/85110420.htm?f_hash=94a793&reload=true
Korpela, K., & Hartig, T. (1996). Restorative qualities of favorite places. Journal of Environmental Psychology, 16(3), 221-233.
Kraft, R. N. (1987). The influence of camera angle on comprehension and retention of pictorial events. Memory and Cognition, 15(4), 291-307.
Lakoff, G., & Johnson, M. (1999). Philosophy in the flesh. Chicago: University of Chicago Press.
Lascu, D.-N. (1991). Consumer guilt: Examining the potential of a new marketing construct. Advances in Consumer Research, 18(1), 290-295.
Laumann, K., Garling, T.,& Stormark, K. M. (2001). Rating scale measures of restorative components of environments. Journal of Environmental Psychology, 21(1), 31-44.
Lee, K. E., Williams, K. J. H., Sargent, L. D., Williams, N. S. G., & Johnson, K.A.(2015). 40-second green roof views sustain attention: The role of micro-breaks in attention restoration. Journal of Environmental Psychology, 42, 182-189.
Linville, P. W., & Fischer, G. W. (1991). Preferences for separating or combining events. Journal of Personality and Social Psychology, 60(1), 5-23.
Liu, H. H.,& Chou, H. Y. (2016). The selection of freebies and the preference for freebie promotions-A perspective on item characteristics. Journal of Behavioral Decision Making. Retrieved from http://onlinelibrary.wiley.com/doi/10.1002/bdm.1955/abstract
Livingston, R. W., & Pearce, N. A. (2009). The teddy-bear effect does having a baby face benefit black chief executive officers? Psychological Science, 20(10), 1229-1236.
Lorenz, K. (1943).“Die angeborenen Formen mo¨glicher Erfahrung” [The innate forms of potential experience]. Zeitschrift fu¨r Tierpsychologie, 5(2), 233-519.
Lowenfeld, V., & Brittain, W. L. (1982). Creative and mental growth. New York: Macmillan.
Lundqvist, D., Esteves, F., & Öhman, A. (2004). The face of wrath: The role of features and configurations in conveying social threat. Cognition and Emotion, 18(2), 161-182.
Luomala, H. T. (2002). An empirical analysis of the practices and therapeutic power of mood-alleviative consumption in Finland. Psychology and Marketing, 19(10), 813-836.
Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling and satisfaction. Journal of Consumer Research, 20(3), 451-466.
Margolin, V. (1992). Product appeal and the aura of art. Helsinki: University of Industrial Arts.
Matsumoto, D. (2007). Culture, context, and behavior. Journal of Personality, 75(6), 1285-1319.
McManus, I. C., & Furnham, A. (2010). “Fun, Fun, Fun”: Types of fun, attitudes to fun, and their relation to personality and biographical factors. Psychology, 1(3), 159-168
Messaris, P. (1997). Visual persuasion: The role of images in advertising. Thousand Oaks, CA: Sage.
Meyers-Levy, J., & Peracchio, L. A. (1992). Getting an angle in advertising: The effect of camera angle on product evaluations. Journal of Marketing Research, 29(4), 454-461.
Mick, D. G., & Demoss, M. (1990). Self-gifts: Phenomenological insights from four contexts. Journal of Consumer Research, 17(3), 322-332.
Miesler, L., Leder, H., & Herrmann, A. (2011). Isn’t it cute an evolutionary perspective of baby-schema effects in visual product designs. International Journal of Desigh, 5(3), 17-30.
Miller, L. (2011). Cute masquerade and the pimping of Japan. International Journal of Japanese Sociology, 20(1), 18-29.
Nenkov, G. Y., & Scott, M. L. (2014). “So cute I could eat it up”: Priming effects of cute products on indulgent consumption. Journal of Consumer Research, 41(2), 326-341.
Nittono, H. (2016). The two-layer model of “kawaii”: A behavioural science framework for understanding kawaii and cuteness. East Asian Journal of Popular Culture. Retrieved from http://cplnet.jp/swfu/d/Nittono2016-Kawaii-review.pdf
Nittono, H., Fukushima, M., Yano, A.,& Moriya, H. (2012). The power of Kawaii: viewing cute images promotes a careful behavior and narrows attentional focus. PLoS One, 7(9). Retrieved from http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0046362
Nunnally, J.C. (1978). Psychometric theory 2nd ed. New York, NY: McGraw-Hill Higher Education.
Okada, M. E. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43-53.
Ouellette, P., Kaplan, R., & Kaplan, S. (2005). The monastery as a restorative environment. Journal of Environmental Psychology, 25(2), 175-188.
Oyserman, D. (2006). High power, low power, and equality: Culture beyond individualism and collectivism. Journal of Consumer Psychology. 16 (4), 352-357.
Parsons, C. E., Young, K. S., Kumari, N., Stein, A., & Kringelbach, M. L. (2011). The motivational salience of infant faces is similar for men and women. PLoS One, 6(5). Retrieved from http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0020632
Peracchio, L. A., & Meyers-Levy, J. (2005). Using stylistic properties of ad pictures to communicate with consumers. Journal of Consumer Research, 32(1), 29-40
Pilotti, M., Klein, E., Golem, D., Piepenbrink, E., & Kaplan, K. (2014). Is viewing a nature video after work restorative? Effects on blood pressure, task performance, and long-term memory. Environment and Behavior, 47(9), 947-969.
Powell, L. H., & Eagleston, J. R. (1983). The assessment of chronic stress in college students. New Directions for Student Services. 1983 (21), 23-41..
Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879-891.
Purcell, T., Peron, E., & Berto, R. (2001). Why do preferences differ between scene types? Environment and Behavior, 33(1), 93-106.
Putrevu, S. (2008). Consumer responses toward sexual and nonsexual appeals: The influence of involvement, need for cognition (NFC), and gender. Journal of Advertising, 37(2), 57-70.
Raghunathan, R., & Irwin, J. R. ( 2001). Walking the hedonic product treadmill: Default contrast and mood-based assimilation effects in judgements of predicted happiness with target product. Journal of Consumer Research, 28(3), 355-368.
Reinhard, M.-A., Messner, M., & Sporer, S. L. (2006). Explicit persuasive intent and its impact on success at persuasion – The determining roles of attractiveness and likeableness. Journal of Consumer Psychology, 16(3), 249-259.
Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing Research, 58(4),28-36.
Romer, D., Gruder, C. L., & Lizzadro, T. (1986). A person–situation approach to altruistic behavior. Journal of Personality and Social Psychology, 51(5), 1001-1012.
Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305-303.
Ruiz, S., & Sicilia, M. (2004), The impact of cognitive and/or affective processing styles on consumer response to advertising appeals. Journal of Business Research, 57(6), 657–664.
Russell, D. W. (1996). UCLA loneliness scale (version 3): Reliability, validity, and factor structure. Journal of Personality Assessment, 66(1), 20-40.
Sätteli, H. P. (2010). The effect of different vertical camera-angles on faceperception. (Bachelorthesis), University of Twente Enschede.
Schubert, T. W. (2005). Your highness: Vertical positions as perceptual symbols of power. Journal of Personality and Social Psychology, 89(1), 1-21.
Scott, L. M. (1994). Images in advertising: The need for a theory of visual rhetoric. Journal of Consumer Research, 21 (2), 252–273.
Scott, L. M., & Batra, R. (2003). Persuasive imagery: A consumer response perspective. Mahwah, NJ: Erlbaum.
Scott, M. L., & Nenkov, G. Y. (2014).Using consumer responsibility reminders to reduce cuteness-induced indulgent consumption. Marketing Letters, 27(2), 323-336.
Sheng, S., Bao, Y., & Pan, Y. (2007). Partitioning or bundling? Perceived fairness of the surcharge makes a difference. Psychology & Marketing, 24(12), 1025-1041.
Sherman, G. D., & Hadit, J. (2011). Cuteness and disgust: The humanizing and dehumanizing effects of emotion. Emotion Review, 3(3), 245-251.
Sherry, J. L. (2004) Flow and media enjoyment. Communication Theory, 14(4), 328-347.
Shiv, B., & Fedorikhin, A. (1999). Heart and mind in conflict: The interplay of affect and cognition in consumer decision making. Journal of Consumer Research, 26(3), 278-292.
Singelis, T. M. (1994). The measurement of independent and interdependent self-construals. Personality and Social Psychology Bulletin, 20(5), 580–591.
Sojka, J. Z., & Giese, J. L. (1997). Thinking and/or feeling: an examination of interaction between processing styles. Advances in Consumer Research, 24, 438-442.
Sprengelmeyer, R., Perrett, D. I., Fagan, E. C., Cornwell, R. E., Lobmaier, J. S., Sprengelmeyer, A.,…Young, A. W.. (2009). The cutest little baby face. A hormonal link to sensitivity to cuteness in infant faces. Psychological Science, 20(20), 149-154.
Sternglanz, S. H., Gray, J. L., & Murakami, M. (1977). Adult preferences for infantile facial features: An ethological approach. Animal Behaviour. 25(1), 108–115.
Strahilevitz , M., & Myers, J.G.(1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24(4), 434-446.
Thompson-Booth, C., Viding, E., Mayes, L. C., Rutherford, H. J., Hodsoll, S., & McCrory, E. (2014). I can't take my eyes off of you: attentional allocation to infant, child, adolescent and adult faces in mothers and non-mothers. PLoS One, 9(10). Retrieved from http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0109362
Tiemens, R. K. (1970). Some relationships of cameraangle to communicator credibility. Journal of Broadcasting, 14(4), 483-490.
Ulrich, R. S., Simons, R. F., Losito, B. D., Fiorito, E., Miles, M. A., & Zelson, M. (1991). Stress recovery during exposure to natural and urban environments. Journal of Environmental Psychology, 11(3), 203-230.
Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging communication: Attentional effects of product imagery. Journal of Product & Brand Management, 10(7), 403-422.
Van Rompay, T. J. L., De Vries, W. P., Bontekoe, F., & Tanja-Dijkstra, K. (2012). Embodied product perception: effects of verticality cues in advertising and packaging design on consumer impressions and price expectations. Psychology & Marketing, 29(12), 919–928.
van Rompay.T. J. L., & Veltkamp, M. (2014). Product packaging metaphors: Effects of ambiguity and explanatory information on consumer appreciation and brand perception. Psychology & Marketing, 31(6), 404-415.
Voss, K. E., Spangenberg, E. R., & Grohman, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310-320.
Wang, K. Y., & Peracchio, L. A. (2008). Reading pictures: Understanding the stylistic properties of advertising images. In E.F. McQuarrie, and B. J. Phillips (Ed.), Go figure! New directions in advertising rhetoric (205-226). New York, ME: Sharpe, Inc.
Wegener, D. T., & Petty, R. E. (1994). Mood management across affective states: The hedonic contingency hypothesis. Journal of Personality and Social Psychology, 66(6), 1034-1048.
Winkielman, P., & Cacioppo, J. T. (2001). Mind at ease puts a smile on the face psychophysiological evidence that processing facilitation elicits positive affect. Journal of Personality and Social Psychology, 81(6), 989-1000.
Zhao, X., Lynch Jr., J. G., & Chen, Q. (2010). Reconsidering baron and kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197-206.