Tourists’ cognitions of and responses to cute food

This study investigated tourists' cognitions of and affective and behavioral responses to cute food products, in addition to their motivations for purchasing these items. We adopted a qualitative method for this investigation. Three major attributes on the shape, size, and color of cute food were revealed in this study. The three external drivers of cute food consumption were peer recommendation, photo-taking, and social interaction; and the internal driver was personality or inner child. Adults’ desire to release their “inner child” was found to underlie the consumption of cute food. Cute food was found to induce affective responses such as pleasure, wellbeing, and a therapeutic feeling, in addition to behavioral responses including indulgence, exploration, and tolerance.