Getting Consumers to Recycle NOW! When and Why Cuteness Appeals Influence Prosocial and Sustainable Behavior
研究发现，可爱视觉元素（Kindchenschema）能有效促使高行为趋近动机（BAS）的消费者参与回收等亲社会行为，并通过温柔感这一情绪机制发挥作用。
Policy makers and social agencies need novel insights to manage the major global challenge of encouraging prosocial and sustainable behaviors. This research identifies a positive aesthetic cue, “ Kindchenschema cuteness,” that can reliably induce some people—specifically, those who exhibit high approach motivational orientation (per the behavioral approach system [BAS]; Carver and White 1994 )—to engage in prosocial and conservation behaviors. Studies 1 and 2 show that consumers high (vs. low) in BAS (measured) react more favorably to conservation appeals featuring cuteness, an effect mediated by experienced feelings of tenderness. Study 3 replicates the effect using a prime of approach motivation (BAS) to assess donation intentions. Study 4, a large-scale field experiment conducted over eight weeks at multiple locations, shows that people recycle more at bins featuring cute visuals with active (high-BAS) messages compared with bins featuring cute visuals with passive (low-BAS) messages. The authors conclude with a discussion of practical implications for policy makers.