The healing effect of cute elements

Abstract Consumers around the world use retail therapy to alleviate negative emotions. In response, marketers have incorporated cute elements into product design, capitalizing on the demand for products that provide healing effects. Grounded on attention restoration theory, this study explores how baby and whimsical cuteness generate feelings of healing. It also clarifies the moderating effect of product type and examines whether feelings of healing affect consumer subjective well‐being, product attitudes, and purchase intentions. The results indicate that products with cute elements generate stronger feelings of healing. Baby cuteness is relatively more effective than whimsical cuteness. Cuteness arouses feelings of healing through the mechanisms of fascination and extent. Incorporating cute elements with utilitarian (vs. hedonic) products enhances these healing effects. Feelings of healing mediate the cuteness effect on well‐being and attitudinal responses. These findings are valuable to marketing theory and practice and consumer well‐being.