Aww: The Emotion of Perceiving Cuteness

The Sudden Devotion Emotion: Kama Muta and the Cultural Practices Whose Function Is to Evoke It

“…In some contexts, an utterance such as awww! (Buckley, 2016; the sound varies across languages). 2 Feelings of buoyancy, lightness, floating, rising (often at the end or afterwards).…”

Too sweet to eat: Exploring the effects of cuteness on meat consumption

“…Different terms such as cuteness, the cute-emotion, or aww (Buckley, 2016) have been used to refer to a specific perception of, or responses to, infant-like features in the socialscientific literature. A number of studies have experimentally tested whether altering such infant-like aspects results in cuteness perceptions and responses (Borgi et al, 2014;Glocker et al, 2009;Little, 2012).…”

How the Japanese Term Kawaii is Perceived Outside of Japan- A study in Israel

“…These studies show that the power of cuteness response, the Aww affect as Buckley (2016) and Dale (2017) present, is an effective and powerful source that can motivate a positive reaction in humans. In resemblance to Lorenz (1943) theory, Marcus et al (2017 also argued that the global success of kawaii goods came as a result of a similar emotional mechanism in humans: a universal sensitivity to all things that comprise the visual characteristics of baby-schema.…”