@article{article_895178, title={How Does Personality And Sociodemographic Characteristics Affect Attitudes Towards Cute Products? The Case of Turkey}, journal={Pamukkale Journal of Eurasian Socioeconomic Studies}, volume={8}, pages={31–54}, year={2021}, DOI={10.34232/pjess.895178}, author={Ünal Adıgüzel, Deniz and Barutçu, Süleyman}, keywords={Cuteness, Cuteness Marketing, Cute Products, Personality, Consumer Attitudes}, abstract={The purposes of this study are to determine whether attitudes towards cute products depend on consumer personalities and to reveal the personality and demographic characteristics of individuals who are most sensitive towards cute stimuli and products. Descriptive research and face-to-face survey methods were used to collect primary data. According to the research conducted to identify the individuals with the most positive attitude towards cute products, it is possible to list these personality and sociodemographic characteristics: women; individuals in the 35–54 age range; individuals of non-neurotic personality types, particularly individuals with openness personality types; and individuals with hedonic structure. Moreover, although neurotic personality types don’t like cute products results show that if we support marketing efforts with hedonic factors, then neurotic consumers become positive towards cute products.}, number={1}, publisher={Pamukkale University}, organization={Pamukkale Üniversitesi Bilimsel Araştırma Projeleri Komisyonu}