Abstract
Consumers usually prefer products with perfect appearance and attractiveness, as well as reject unattractive and low-attractive products, which puts forward higher requirements and thresholds for brand marketing and product design. Anthropomorphism is an effective communication element. Anthropomorphism of cuteness refers to anthropomorphizing the image of children or babies and endowing them with personality traits. Previous studies have shown that cute anthropomorphism has a significant impact on the purchase intention of unattractive products by affecting consumers' empathy. Empathy refers to the emotional response of individuals to the emotional state or painful experience of others.
 This study is based on the realistic dilemma of unsalable unattractive products, combined with anthropomorphic marketing theory, and introduced the concept of empathy in the field of psychology. Aiming to study the impact of anthropomorphism on the purchase intention of unattractive products, and further test the mediating role of empathy and modulatory effects of cuteness elements, this study identifies the underlying psychological mechanisms that affect consumer empathy.
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