Getting Consumers to Recycle NOW! When and Why Cuteness Appeals Influence Prosocial and Sustainable Behavior

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.