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Cute, kindchenschema stimuli can evoke a suite of cognitive, physiological, and behavioral tendencies thought to promote caregiving. This research investigated facial expression elements associated with this response to cuteness and assessed the recognizability of an expression combining these elements. In Studies 1 and 2, participants at a community outreach event (Study 1, n = 19) and undergraduate students (Study 2, n = 103) showed spontaneous facial displays while watching videos/photos of baby humans and animals. These were Facial Action Coding System (FACS)-coded, revealing characteristic and statistically distinctive action unit elements of facial expression responses to cuteness. In six follow-up online studies (combined N = 962), including replications with Syrian refugees (n = 103) and Chinese samples (n = 222), a "cuteness prototype" expression combining all elements identified across Studies 1 and 2 (i.e., oblique brows, chin raise, lip tightening, and Duchenne smile) was commonly interpreted as a response to cuteness. These findings add to a growing literature about caregiving-focused motivational states and associated emotion/affect.

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Baby schema refers to physical features perceived as cute, known to trigger attention, induce positive emotions, and prompt social interactions. Given the reduced visual attention to social stimuli observed in individuals on the autism spectrum, the current study examines whether the sensitivity to baby schema is also affected. We expected that the looking time towards cute-featured stimuli would vary with symptom severity levels and would be associated with social affect. Ninety-four children (31 typically developing; 63 diagnosed with autism spectrum disorder - ASD) aged 20-83 months (M = 49.63, SD = 13.59) completed an eye-tracking visual exploration task. Autistic participants were separated into two groups based on symptom severity: children with high autism severity symptoms (HS ASD; N = 23) and low-moderate autism symptoms (LMS ASD; N = 40). Animals and neutral objects were simultaneously presented on the screen along with either human babies (condition 1) or adults (condition 2). The results indicated that visual attention oriented to cute-featured stimuli varied with autism symptom severity: only LMS and TD groups spend more time looking at cute-featured stimuli (babies; animals) than neutral objects. Moreover, children with higher severity in the social affect domain spent less time on the stimuli depicting cute than non-cute stimuli. These findings suggest that autism symptom severity and social skills are linked to variations in visual attention to cute stimuli. Implications of baby schema sensitivity are discussed in relation to the development of social competencies and play, responsiveness to robot-based interventions, as well as appraised relevance in autistic children.

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The 'organizational-activational hypothesis' posits that the fetal environment has a lasting impact on offspring physical, cognitive, and behavioral phenotype. An established biomarker for human prenatal testosterone exposure is the second-to-fourth digit ratio (2D:4D). While related facial characteristics and their social perceptions have been investigated in young adults, studies focusing on younger or older age groups are scarce. Standardized facial photographs of 17 Austrian boys aged 4 to 11 years were each rated by 162 adults in Austria (78 female, 84 male) for masculinity, dominance, physical strength, maturity, independence, cuteness, and prettiness. Following high interrater agreement (Cronbach's alphas >0.96), average ratings per face were subjected to a principal component analysis. The first principal component (52 % var. expl.) correlated positively with the boys' age (r = 0.685), whereas the second principal component (37 % var. expl.) reflected organizational effects of prenatal androgen exposure (i.e. androgenization), as shown by a negative correlation with the boys' 2D:4D (r = -0.487). Geometric morphometrics was employed to extract the facial shapes corresponding to these two principal components. Overall, adults consistently attributed masculinity in line with prenatal testosterone exposure, whereby masculinity was assessed as neither pretty nor cute. In contrast to findings within adults, boys' face ratings of dominance and physical strength did not correspond with their masculinity assessments, but rather with the social attributions reflecting age-related developmental progress (maturity and independence). This adds an ontogenetic layer of complexity. Prenatal testosterone exposure influences the development of boys' facial features, which in turn even shape social stereotypes in adults.

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Konrad Lorenz introduced the concept of a 'baby schema', suggesting that infants have specific physical features, such as a relatively large head, large eyes and protruding cheeks, which function as an innate releaser to promote caretaking motivation from perceivers. Over the years, a large body of research has been conducted on the baby schema. However, there are two critical problems underpinning the current literature. First, the term 'baby schema' lacks consistency among researchers. Some researchers use the term baby schema to refer to infant stimuli (often faces) in comparison with adults (categorical usage), while others use the term to refer to the extent that features contribute to cuteness perception (spectrum usage). Second, cross-species continuity of the 'baby schema' has been assumed despite few empirical demonstrations. The evolutionary and comparative relevance of the concept is, therefore, debatable, and we cannot exclude the possibility that extreme sensitivity to the baby schema is a uniquely human trait. This article critically reviews the state of the existing literature and evaluates the significance of the baby schema from an evolutionary perspective.

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While waiting has been a prevalent and mentally taxing experience for consumers in marketing scenarios, little research has explored situational factors that enhance consumer patience. Drawing on the priming theory, attachment theory, and conservation of resources theory, the current research examines how cuteness as a situational factor affects consumer patience. Across five experiments (N = 1030), we demonstrate that exposure to cuteness enhances consumer patience (Study 1). Moreover, we uncover that the effect is driven by perceived social support employing both mediation (Study 2) and moderation approaches (Study 3). Furthermore, we identify time pressure as the moderator, such that the effect of cuteness on consumer patience only exists among individuals under low time pressure and disappears for those under high time pressure (Study 4). Finally, we examine the downstream consequence of consumer patience for word-of-mouth positivity (Study 5). These findings contribute to the literature on cuteness, patience, and perceived social support, while also offering practical implications for companies seeking to enhance consumer patience.

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Faces and bodies both provide cues to age and cuteness, but little work has explored their interaction in cuteness perception. This study examines the interplay of facial and bodily cues in the perception of cuteness, particularly when these cues convey conflicting age information. Participants rated the cuteness of face-body composites that combined either a child or adult face with an age-congruent or incongruent body alongside manipulations of the head-to-body height ratio (HBR). The findings from two experiments indicated that child-like facial features enhanced the perceived cuteness of adult bodies, while child-like bodily features generally had negative impacts. Furthermore, the results showed that an increased head size significantly boosted the perceived cuteness for child faces more than for adult faces. Lastly, the influence of the HBR was more pronounced when the outline of a body's silhouette was the only available information compared to when detailed facial and bodily features were presented. This study suggests that body proportion information, derived from the body's outline, and facial and bodily features, derived from the interior surface, are integrated to form a unitary representation of a whole person in cuteness perception. Our findings highlight the dominance of facial features over bodily information in cuteness perception, with facial attributes serving as key references for evaluating face-body relationships and body proportions. This research offers significant insights into social cognition and character design, particularly in how people perceive entities with mixed features of different social categories, underlining the importance of congruency in perceptual elements.

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Research has demonstrated that attractiveness evaluations of adult faces were less accurate when faces were inverted than upright. It remains unknown, however, whether a similar effect applies to perceived cuteness of infants, which is assumed to be based on elemental facial features called the "baby schema." In this research, we studied the face inversion effect on perceived cuteness of infant faces in a rating task and a two-alternative forced-choice (2AFC) task. We also examined beauty as a control dimension. Although the rating task revealed no inversion effect, the 2AFC task showed poorer discrimination performance with inverted faces than with upright faces in both evaluations. These results indicate that infant cuteness and beauty dimensions are correlated well with each other, and their perception not only relies on elemental features that are not strongly affected by inversion but is also affected by holistic facial configurations when a detailed comparison is required.

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Social media users are often exposed to cute content that evokes emotional reactions and influences them to feel or behave certain ways. The cuteness phenomenon in social media has been scarcely studied despite its prevalence and potential to spread quickly and affect large audiences. The main framework for understanding cuteness and emotions related to cuteness outside of social media is baby schema (having juvenile characteristics), which triggers parental instincts. We propose that baby schema is a necessary but not sufficient component of explaining what constitutes cuteness and how people react to it in the social media context. Cute social media content may also have characteristics that evoke approach motivations (a desire to interact with an entity, generally with the expectation of having a positive experience) that can manifest behaviorally in sharing and other prosocial online behaviors. We developed and performed initial validation for measures in social media contexts of: (1) cute attributes that encompass both baby schema and other proposed cuteness characteristics (the Cuteness Attributes Taxonomy, CAT) and (2) the emotional reactions they trigger (Heartwarming Social Media, HSM). We used the Kama Muta Multiplex Scale (KAMMUS Two), as previously validated measure of kama muta (an emotion akin to tenderness; from Sanskrit, "moved by love") as a measure of emotional reaction to cute stimuli and the dimension Cute Content of the Social Media Emotions Annotation Guide (SMEmo-Cute Content) as a developed measure of gestalt cute content to help validate our newly developed measures. Using 1,875 Polish tweets, our results confirmed that cute social media content predicted a kama muta response, but not all KAMMUS Two subscales were sensitive to cute content, and that the HSM measure was a better indicator of the presence of cute content. Further, the CAT measure is an effective means of categorizing cute attributes of social media content. These results suggest potential differences between in-person, online, and social media experiences evoking cute emotional reactions, and the need for metrics that are developed and validated for use in social media contexts.

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This study examined the link between autistic traits and mother-to-child attachment by introducing two mediators: emotional responsiveness to the infantile cuteness of children and negative parental self-concept. We screened 1,317 mothers and recruited those who have a child with high or low autistic traits based on their Autism Spectrum Quotient score. Fifty mothers in the high autistic and 71 mothers in the low autistic groups participated. Results showed that the autistic traits of children are related to weak maternal attachment. Reduced emotional responses to cuteness and negative self-concept mediated the link. These findings suggest that supporting mothers who have a child with autism spectrum disorder may benefit securing mother-to-child attachment as well as the wellbeing of both mother and child.

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Due to the lockdown, more and more people are used to communicating with AI voice assistants during the post-COVID era. This study investigates the relationship between the perceived cuteness of AI voice assistants and the intention to purchase via a moderated serial-mediation model. We tested a PLS-SEM model with 284 survey data from an online experiment. The findings indicate that: (1) different cuteness appearances lead to different levels of perceived cuteness; (2) perceived cuteness positively affects intention to purchase; (3) the positive direct effect is serial mediated by social presence and user engagement; (4) the serial mediation effect is negatively moderated by perceived risk of service failure, which means the positive influence of perceived cuteness on intention to purchase is weakened at a high level of perceived risk. Our research has both theoretical and managerial contributions, which also reminds enterprises to grasp the cuteness degree of the product.

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Konrad Lorenz, an ethologist, proposed that certain physical elements are perceived as cute and induce caretaking behavior in other individuals, with the evolutionary function of enhancing offspring survival. He called these features Kindchenschema, baby schema. According to his introspection, these include a large forehead, chubby round features, and chubby cheeks. Previous studies are limited to examining the effects of these facial features on perceived cuteness. However, other morphological factors may be related to perceived cuteness. This study uses Bayesian optimization, one of the global sequential optimization methods for estimating unknown functions, to search for facial morphological features that enhance the perceptions of facial cuteness. We applied Bayesian optimization incorporating Gaussian process ordinal regression (GPOR), which allows an estimation of the latent cuteness function based on evaluations using the Likert scale. A total of 96 preschool children provided the facial images used in this study. We summarized the facial shape variations using methodologies of geometric morphometrics and principal component analysis (PCA) up to the third principal component (PC), which we refer to as the face space. A total of 40 participants evaluated the images created by warping the average facial texture of the children's faces with randomly generated parameters in the face space. Facial traits related to perceived cuteness were estimated based on the averaged cuteness function. Perceived cuteness was linked to the relative lower position of facial components and narrower jawline but not to the forehead height.

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The deep structural diversity of languages suggests that our language capacities are not based on any single template but rather on an underlying ability and motivation for infants to acquire a culturally transmitted system. The hypothesis is that this ability has an interactional base that has discernable precursors in other primates. In this paper, I explore a specific evolutionary route for the most puzzling aspect of this interactional base in humans, namely the development of an empathetic intentional stance. The route involves a generalization of mother-infant interaction patterns to all adults via a process (cuteness selection) analogous to, but distinct from, RA Fisher's runaway sexual selection. This provides a cornerstone for the carrying capacity for language. This article is part of the theme issue 'Revisiting the human 'interaction engine': comparative approaches to social action coordination'.

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Research interest in cuteness perception and its effects on subsequent behavior and physiological responses has recently been increasing. The purpose of the present study was to produce a dataset of Japanese infant faces that are free of portrait rights and can be used for cuteness research. A total of 80 original facial images of 6-month-old infants were collected from their parents. The cuteness level of each picture was rated on a 7-point scale by 200 Japanese people (100 men and 100 women in their 20s-60s). Prototypical high- and low-cuteness faces were created by averaging the top 10 and bottom 10 faces according to the mean cuteness ratings. Then, 50 composite faces were made by mixing two faces randomly chosen from the 60 unused middle-cuteness faces. The normative cuteness ratings of these composite faces were obtained from 229 Japanese men and women in their 20s-60s. The shape of each composite face was transformed to be cuter (+50%) or less cute (-50%) along a continuum between the high- and low-cuteness prototypical faces. A two-alternative forced-choice task (N = 587) confirmed that cuteness discrimination was better than the chance level for all 50 face pairs. Moreover, the results showed that young men had poorer sensitivity to cuteness differences in infant faces than older men and women of any age. This Japanese Cute Infant Face (JCIF, "jay-sif") dataset, including composite face images and normative rating scores, is publicly available online.

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Previous studies have shown that viewing cute pictures leads to performance improvement in a subsequent fine motor task. We examined the beneficial effects of viewing cute pictures in a more complex sporting skill (i.e., basketball free throws) by comparing three conditions (viewing baby animal pictures, adult animal pictures, and no pictures) and two tests (no-pressure and pressure). The participants, all of whom were college basketball players, performed 16 free throws in each condition. In the no-pressure test, male participants improved performance after viewing pictures of baby animals but not after adult animals and no pictures. In the pressure test, no significant improvement was observed. For female participants, the cuteness-viewing effect was not observed in both tests. The results suggest that viewing cute pictures may improve performance during basketball free throws in a low-pressure situation by narrowing the breadth of attentional focus and inducing approach motivation and caregiving behaviors.

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The baby schema elicits care from potential caregivers. However, much of the research on the baby schema is based on self-report only. To address this issue, we explored the effects of baby schema and child age on facial expressions (EMG) and eye-blink startle, in addition to self-reported liking and caring for 43 men and 48 women (39 parents). Further, basal testosterone was assessed. All groups responded with liking and caring to high baby schema, but only women also responded with more positive facial expressions. Caring and smiling towards infants compared to first graders depended on parenthood and testosterone levels. Basal testosterone levels were negatively associated with overall responsiveness to children in women and fathers, but positively in non-fathers. Whereas the baby schema overall lead to positive affect and caring, the scope of these responses and the processes underlying them depended on gender, parenthood and hormonal status.

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Researchers have suggested that infants exhibiting baby schema are considered cute. These similar studies have mainly focused on changes in overall baby schema facial features. However, whether a change in only eye size affects the perception of cuteness across different facial expressions and ages has not been explicitly evaluated until now. In the present study, a paired comparison method and 7-point scale were used to investigate the effects of eye size on perceived cuteness across facial expressions (positive, neutral, and negative) and ages (adults and infants). The results show that stimuli with large eyes were perceived to be cuter than both unmanipulated eyes and small eyes across all facial expressions and age groups. This suggests not only that the effect of baby schema on cuteness is based on changes in a set of features but also that eye size as an individual feature can affect the perception of cuteness.

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Humans are emotionally affected by cute or infantile appearances, typical of baby animals and humans, which in turn often leads to careful and cautious behavior. The purpose of this pre-registered study was to examine whether looking at cute images of baby pets improves performance of computerized cognitive-motor tasks. Ninety-eight participants were recruited for this online study and were randomly assigned to two experimental groups. The participants in one group performed two cognitive-motor tasks (Simon task and alternate task-switching task) before and after viewing images of adult pets and the participants in the other group performed the tasks before and after viewing images of baby pets. The participants who viewed images of baby pets rated them as significantly cuter (Cohen's d = 0.50) and more infantile (Cohen's d = 1.56) compared with those who viewed images of adult pets. All participants improved their performance from the pre-test to the post-test, but no differences in correct responses and reaction times were seen between the groups. However, pet ownership appeared to serve as a moderating variable with pet owners performing the Simon task faster than non-pet owners. In addition, pet owners reacted faster in the alternate task-switching task after viewing cute and infantile images but not after viewing images of adult pets. This effect was not found among non-pet owners. In conclusion, this study did not find that viewing cute images improves cognitive-motor performance, yet this may be dependent on moderators like pet ownership.

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The face inversion effect reflects the special nature of facial processing and appears not only in recognizing facial identity or expression but also in subjective evaluation, such as facial attractiveness. Previous studies have revealed that the way in which we perceive attractiveness (beauty versus cuteness) differs our perceptual behavior. Therefore, the face inversion effect on attractiveness might differ based on the viewpoint of attractiveness. In this study, we measured pupillary response when judging the cuteness of facial stimuli and focused on the mechanism of perceiving attractiveness in terms of the effect of involuntary physical reaction. We investigated whether perceived cuteness - a kind of attractiveness - was affected by face inversion and whether the face inversion effect appeared in pupillary responses. We then conducted experiments in which participants observed inverted faces and rated the subjective cuteness of the faces, and we measured the participants' pupil size while they observed the facial stimuli. The results revealed a negative correlation between pupil changes and the perceived cuteness of inverted faces, which is consistent with the previous result of upright faces. Thus, we found that the perception of facial cuteness is little affected by face inversion, suggesting that the judgment of cuteness is processed differently from other types of attractiveness such as beauty. We also found that pupillary response is related to perceiving cuteness, which could lead to consistency in the perception of cuteness.

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The recognition of animal suffering is influenced by cultural and societal prejudices and the cuteness of an animal leads to bias in the way it is treated. It is important to consider the animal's behaviour and its environment-not just its physical condition-when assessing its quality of life. The Animal Welfare Assessment Grid (AWAG) is a useful tool for this purpose. The AWAG offers an evidence-based tool for continual welfare assessment, using technology where appropriate, such as digital activity recording, to facilitate decision-making and lead to improvements in the animals' quality of life. It is highly adaptable to any species by assessing the four parameters of physical health, psychological wellbeing, environmental quality, and clinical and management procedural events. The outcome of assessing welfare should be action to improve it. Societal ethics and policy-making lead to legislation balancing the values we hold for different species. Influencing policy development in such matters as animal welfare, ecological conservation, and risks to humans requires a focus on public attitudes to, and understanding of, science, as well as consideration of potential unforeseen consequences of the social/environmental/economic impacts of policies.

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Viewing cute images has been reported to promote performance on tasks requiring carefulness, possibly related to an enhanced positive emotional state. However, it is unclear whether viewing infant images also enhances attention control in mothers. Therefore, this experimental study examined whether exposure to images of infants affected mothers' performance on a visual search task, studying associations with happy facial expressivity. Mothers (N = 101, Mage = 30.88) were randomly assigned to one of two conditions in which they either viewed images of infants or images of adults. Before and after viewing images, mothers performed a visual search task. Mothers' happy facial expressions at baseline and when viewing images were analysed. Viewing images of infants, in contrast to viewing images of adults, improved task performance indexed by accurateness, but not the number of correct responses. Images of infants elicited happy facial expressivity, which was associated with the number of correct responses on the visual search task. This study showed that viewing images of infants evokes happy facial expressions in mothers and can improve mothers' performance on a perceptual-cognitive task requiring attention control. Mothers' responses to infant images may be explained as an attentional preparedness for caregiving.

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