Development of The Attitude Scale Towards Cute Products.

ÜNAL ADIGÜZEL, Deniz

Although there are many products with the theme of cuteness, it seems that there are not enough studies on cuteness in the literature. This study aims to develop a “Consumer Attitude Scale Towards Cuteness in Design” to measure the phenomenon of cuteness, which is one of the factors affecting consumer behavior, and to present a cuteness-focused measurement tool for future research. In this context, field studies consisting of three separate pilot studies were conducted using qualitative and quantitative methods (Study 1). Subsequently, the scale in the design phase was tested with fieldwork to increase internal and external validity. While doing this, an inter-subject experimental-based field study on childhood experiences and attitudes towards cuteness (2x2) was conducted and the scale was developed (Study 2). As a result, the attitude scale towards cute products was developed in the design and the importance of positive experience in children’s experiences, which is an important factor in the cute product market, was emphasized.

CHILDHOOD attitudes; CUTENESS (Aesthetics); CONSUMER attitudes; CONSUMER behavior; FIELD research; FUTURES studies; PILOT projects; QUALITATIVE research

Journal of Consumer & Consumption Research / Tüketici ve Tüketim Araştırmaları Dergisi, 2024, Vol 16, Issue 1, p41

1309-6362

Academic Journal

10.15659/ttad.16.1.179