Publication Type

PhD Dissertation

Version

publishedVersion

Publication Date

4-2025

Abstract

This study investigated how the order of display influences consumer perceptions of cuteness and their purchase intention in the growing "Cute Economy" era. Contrary to conventional visual merchandising principles, we propose that disordered displays enhance the perceived cuteness of products compared to ordered displays. Through three experimental studies, we confirmed that objects in disordered displays are perceived significantly cuter than objects in ordered ones. We further identified that perceived realness as the underlying psychological mechanism plays a mediating effect; disordered display creates an impression of realness and life-like characteristics that amplify perceptions of cuteness. In addition, our field study findings reveal that important downstream consequences, as enhanced cuteness perceptions positively influence consumer purchase intention. These results extend established visual merchandising practices and provide new insights into how display arrangement modulates product perceptions. By identifying disordered display as a strategic tool for enhancing the cuter effect of objects, this study offers valuable implications for retailing and marketing practitioners to optimize product presentations in categories where cuteness serves as a primary selling proposition. Our findings contribute to the literature on visual merchandising, consumer behavior, and the psychology of cuteness while offering actionable insights for maximizing the commercial potential of the expanding cute economy.

Keywords

cute economy, product display, disorder, order, perceived realness, consumer purchase intention

Degree Awarded

SMU-SJTU Doctor of Business Administration

Discipline

Marketing

Supervisor(s)

MA, Dan

First Page

1

Last Page

125

Publisher

Singapore Management University

City or Country

Singapore

Copyright Owner and License

Author

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