Baby Schema Research Articles

Examining the Link Between Social Affect and Visual Exploration of Cute Stimuli in Autistic Children.

Baby schema refers to physical features perceived as cute, known to trigger attention, induce positive emotions, and prompt social interactions. Given the reduced visual attention to social stimuli observed in individuals on the autism spectrum, the current study examines whether the sensitivity to baby schema is also affected. We expected that the looking time towards cute-featured stimuli would vary with symptom severity levels and would be associated with social affect. Ninety-four children (31 typically developing; 63 diagnosed with autism spectrum disorder - ASD) aged 20-83 months (M = 49.63, SD = 13.59) completed an eye-tracking visual exploration task. Autistic participants were separated into two groups based on symptom severity: children with high autism severity symptoms (HS ASD; N = 23) and low-moderate autism symptoms (LMS ASD; N = 40). Animals and neutral objects were simultaneously presented on the screen along with either human babies (condition 1) or adults (condition 2). The results indicated that visual attention oriented to cute-featured stimuli varied with autism symptom severity: only LMS and TD groups spend more time looking at cute-featured stimuli (babies; animals) than neutral objects. Moreover, children with higher severity in the social affect domain spent less time on the stimuli depicting cute than non-cute stimuli. These findings suggest that autism symptom severity and social skills are linked to variations in visual attention to cute stimuli. Implications of baby schema sensitivity are discussed in relation to the development of social competencies and play, responsiveness to robot-based interventions, as well as appraised relevance in autistic children.

Modulation of the attentional response to baby schema by testosterone in pedohebephilic men and its relation to the nurturing system

Previous fMRI research found increased brain responses in men with pedophilic interest to non-sexual pictures of child and animal faces. This raised the question of whether an aberrant nurturing system could be linked to pedophilia. To further explore this hypothesis, 20 pedohebephilic and 23 teleiophilic men performed a target detection task with adult versus infant human and animal faces, which measured selective attention towards the baby schema by comparing reaction times to infant versus adult targets that were presented amongst distractors of the other category. Since the response to baby schema can be influenced by steroid hormones, saliva samples were additionally collected to determine endogenous testosterone, progesterone, estradiol and cortisol. Contrary to expectations, all men did not react faster to infant than adult faces. Yet, pedohebephilic men were more distracted by infant’s faces than teleiophilic men. Pedohebephilic men with higher testosterone were faster in orienting attention to infant targets in the context of adult distractors. This association was not observed in teleiophilic men. Our results support the idea of an overactive nurturing system in pedophilia, which may be influenced by the endogenous testosterone level.

Lorenz's classic 'baby schema': a useful biological concept?

Konrad Lorenz introduced the concept of a 'baby schema', suggesting that infants have specific physical features, such as a relatively large head, large eyes and protruding cheeks, which function as an innate releaser to promote caretaking motivation from perceivers. Over the years, a large body of research has been conducted on the baby schema. However, there are two critical problems underpinning the current literature. First, the term 'baby schema' lacks consistency among researchers. Some researchers use the term baby schema to refer to infant stimuli (often faces) in comparison with adults (categorical usage), while others use the term to refer to the extent that features contribute to cuteness perception (spectrum usage). Second, cross-species continuity of the 'baby schema' has been assumed despite few empirical demonstrations. The evolutionary and comparative relevance of the concept is, therefore, debatable, and we cannot exclude the possibility that extreme sensitivity to the baby schema is a uniquely human trait. This article critically reviews the state of the existing literature and evaluates the significance of the baby schema from an evolutionary perspective.

Infant Faces Induce Behavioral Approach Tendencies: Evidence From a Manikin Task1,2

AbstractInfant faces are generally perceived as being cute and motivate the observer to look at them longer. This phenomenon is thought to be based on elemental features called baby schema (e.g., a round face and a large forehead). This study investigated the behavioral tendencies of observers in approaching infant faces using a manikin task in which infant and adult face images were presented as stimuli. Participants (N = 40) were instructed to identify with the manikin, discriminate a face on the screen, and respond by moving the manikin closer to the face (approach trials) or farther away from it (avoidance trials). The faces were presented either upright or inverted. The results showed that the approach–avoidance indices (the mean reaction time and error rate of avoidance trials minus those of approach trials) were larger for infant faces than for adult faces regardless of face orientation, although the difference was greater for upright faces than for inverted faces. This approach tendency toward infant faces is possibly due to elemental features rather than face‐specific holistic features.

Cuteness in avatar design: a cross-cultural study on the influence of baby schema features and other visual characteristics

AbstractThe concept of cuteness, which can evoke positive emotions in people, is an essential aspect to consider in artificial intelligence design. This study aimed to investigate whether the use of baby schema designed avatars in computer-mediated communication elicits higher positive attitudes than neutral avatars and whether the ethnicity of the cute avatars influences individuals' perceived level of cuteness. 485 participants from Israel and Japan viewed six avatar images, including three baby schema avatars of different visual characteristics and ethnicities (Caucasian, Asian, and Black) and three neutral avatars. Participants rated their attitudes on each avatar, and the results revealed that the baby schema designed avatars were rated cuter, more likable, approachable, and pleasant than the neutral mature avatars. Cultural differences were also evident, as the Caucasian baby schema avatar was rated cuter among Japanese participants, while the Asian and Black baby schema avatars were rated cuter among Israeli respondents. The study findings suggest that cute avatar design can serve as a powerful tool for promoting positive interactions in computer-mediated communication, especially in cultures that highly value cuteness, such as Japan. However, the subjective nature of cuteness is evident as attitudes toward cuteness varied significantly across cultures and individuals. This research highlights the significance of cultural diversity and emphasizes the importance of considering cuteness as a crucial aspect of artificial intelligence design, particularly when creating avatars intended to elicit positive emotions from users. Therefore, designers should be mindful of potential cultural and individual differences in the perception of cuteness while developing avatars for various applications.

Domestication and the Epimeletic Character of Man

The epimeletic theory presented in this article intends to establish man’s disposition towards the adoption of other species and the pleasure and gratification he receives from his relationship with the adopted animal. This theory is founded upon the hypothesis that man is strongly motivated towards parental caring and nurturing behaviour and that this can be explained by means of reference to certain characteristics possessed by human neonates, namely: 1) a very evident physical immaturity at birth, 2) a relatively late age of development, 3) membership of a complex social system. These characteristics not only demand greater and more articulated epimeletic motivation - propensity to give parental care - on the part of our species but consequently make man particularly sensitive and receptive to et-epimeletic signals - baby schema - generally and not exclusively with reference to his own young, thus encouraging the adoption of other species. Epimeletic theory aims to offer an explanation of three phenomenona: a) the domestication of animals by man, b) the relationship established through pet ownership, c) the beneficial nature of activities connected with the man-pet relationship (pet therapy, pet education).

Assessing the effect of baby schema cuteness on emotions, perceptions and attitudes towards insect-based packaged foods

PurposeAversion linked to disgust and neophobia is the primary reason for human reluctance towards edible insects as a sustainable food source. Stimulating positive emotions may overcome these mental barriers. Cute visuals and claims on product packaging can trigger positive affective responses in consumers whilst modulating taste expectations. This study investigated how these elements influence emotions, perceptions and attitudes towards insect-based foods.Design/methodology/approachAn online cross-cultural study involving French (n = 747) and Colombian (n = 695) consumers was conducted using two insect-based products: chips (hedonic) and bread (functional). Ten visual packaging variations were created per product, emphasising palatability, sustainability, nutrition and popularity (plus a control: no claim) affixed to the image of a cute anthropomorphic cricket or its silhouette. Visual appreciation and associations were assessed along with the participants' degree of food variety seeking, familiarity with entomophagy and openness to consuming edible insects.FindingsDifferences were reported in emotions, perceptions and attitudes based on the combination of packaging elements, product type and consumer segments. The findings suggest that food marketers should use cute insect depictions linked to palatability-focussed claims to alleviate young French adults' reluctance towards insect-based foods (IFs). Colombians responded better to pro-social claims and neutrally to cuteness.Practical implicationsThe results should be valuable to stakeholders seeking to enhance food marketing strategies related to IFs amongst target consumer segments.Originality/valueThis study is the first to assess how baby schema cuteness induces emotional changes towards IFs and how it affects perceptions and attitudes amongst distinct populations and age segments.

Is two cuter than one? number and relationship effects on the feeling of kawaii toward social robots.

Kawaii, which is a Japanese word that means cute, lovely, and adorable, is an essential factor in promoting positive emotions in people. The characteristics of a target's appearance that induce such feelings of kawaii have been thoroughly investigated around the notion of Konrad Lorenz's famous baby schema. Such knowledge has been exploited to design the appearance of commercial products to increase their social acceptance and commercial appeal. However, the effects of the number of targets and showing their mutual relationships (like friendship) have not been investigated in the context of kawaii. Therefore, in this study, we conducted three web-based experiments and focused on how such factors contribute to feelings of kawaii toward social robots. In Experiment 1, the feelings of kawaii toward static images of targets were compared when they appeared alone or with another target: persons (twin boys/girls), non-human objects (cherries), and social robots. The results showed that the feeling of kawaii was stronger for two targets that displayed a mutual relationship (e.g., looking at each other and/or making physical contact) than for one target alone and for two-independent targets. In Experiment 2, these findings were replicated using video clips of robots. Two-related targets were rated as more kawaii than two-independent targets or a single target. These two experiments consistently show the advantage of multiple robots that display their mutual relationship for enhancing the viewer's feeling of kawaii. Experiment 3 examined the effect of the number of robots (from one to ten) and found that two robots induced the strongest feeling of kawaii. These results indicate that not only the physical characteristics of a target itself but also the number of targets and their perceived relationships affect feelings of kawaii.

Face inversion effect on perceived cuteness of infant faces.

Research has demonstrated that attractiveness evaluations of adult faces were less accurate when faces were inverted than upright. It remains unknown, however, whether a similar effect applies to perceived cuteness of infants, which is assumed to be based on elemental facial features called the "baby schema." In this research, we studied the face inversion effect on perceived cuteness of infant faces in a rating task and a two-alternative forced-choice (2AFC) task. We also examined beauty as a control dimension. Although the rating task revealed no inversion effect, the 2AFC task showed poorer discrimination performance with inverted faces than with upright faces in both evaluations. These results indicate that infant cuteness and beauty dimensions are correlated well with each other, and their perception not only relies on elemental features that are not strongly affected by inversion but is also affected by holistic facial configurations when a detailed comparison is required.

The role of cuteness on consumer attachment to artificial intelligence agents

PurposeThis paper identifies the effects of different dimensions of the cuteness (i.e. baby schema cuteness and whimsical cuteness) of artificial intelligence (AI) agents on attachment to them. In addition, the current paper examines the consequences of the attachment to AI agents.Design/methodology/approachA pretest to validate the measurement scale for the attachment to AI agents and a survey study were conducted with AI agent users. The authors used structural equation modeling to analyze the data for hypothesis testing.FindingsThe baby schema and whimsical cuteness of AI agents drive consumers to develop stronger attachments to their AI agents. This is because consumers perceive cute AI agents as being more trustworthy. As a result, consumers who feel attached to their AI agents are more inclined to report higher satisfaction and commitment levels. They are also more likely to purchase products or services recommended by their AI agents and use them more frequently.Originality/valueDespite the growing popularity of AI agents, there is a lack of understanding regarding which characteristics of AI agents affect consumer behavior. Therefore, this research examines how the attribute of cuteness influences consumers' attachment to AI agents and subsequently affects their satisfaction and purchase intention toward products recommended by AI agents. Our study demonstrates that the element of cuteness in AI agents plays a crucial role in shaping perceptions of benevolence trustworthiness, as well as fostering users' attachment to AI agents. Furthermore, we observe positive consumer behaviors as a result of their attachment to AI agents. The findings from this study provide valuable insights for practitioners on how to effectively utilize cuteness in AI agents.

The image ratios for designing cute nonhuman anthropomorphic characters

Nonhuman anthropomorphic characters have found wide use in various entertainment media, particularly animations, comic books, and games, and the designs of these characters are becoming increasingly diverse. This study employed the baby schema concept to explore the eye, mouth, head, body, and limb designs and body proportions of nonhuman anthropomorphic characters, all of which influence their image styles. The study examined the appearances of popular, cute nonhuman characters to identify the design rationale for various image styles. The relationship between cute nonhuman characters and their images of cuteness was explored in two stages. First, the study conducted a focus group interview and cluster analysis to identify five popular styles of cuteness, namely, innocent, childlike, funny, energetic, and ridiculous. Subsequently, the study administered a questionnaire and obtained 200 valid responses. The results indicated that the five image styles feature unique eye and mouth characteristics and distinct head-to-body and limb proportions. The design rationale for each identified image style of nonhuman characters provides a reference for designing exceptional characters that exemplify various trends of cuteness, which, thereby, enables businesses to seize the market opportunities created by emerging entertainment media industries.

Research on the influence of the baby schema effect on the cuteness and trustworthiness of social robot faces

Exploring people’s attitudes toward the appearance design of social robots in a low-cost and efficient way, and enhancing the experience of human–robot interaction have always been topics of concern for robot developers and interaction designers. This study aimed to explore the influence of the baby schema effect on users’ perceptions of cuteness and trustworthiness pertinent to social robot faces through two experiments. Experiment 1 used 100 uniformly processed pictures of robot faces in the real world to help explore the linear relationship among the degree of baby face, cuteness, and trustworthiness, and received a total of 98 valid questionnaires via the Internet. Experiment 2 was a 5 × 3 within-subjects factorial design. The research variables were robot type (i.e. MAKI, RoboThespian, Flobi, Pepper, and iCat) and baby schema (low schema, uncontrolled, and high schema); their impact on users’ perceptions of cuteness and trustworthiness was investigated. A total of 175 valid questionnaires were collected via the Internet. The generated results are as follows: (1) The degree of baby face and perceived emotion of social robot faces had a positive impact on trustworthiness for most real-world robots. (2) This study obtained the correlation formula of baby face, cuteness, and trustworthiness from a quantitative point of view, thus providing a reference for research on the related credibility of communication robots. (3) In general, baby schema effect also existed in the cuteness evaluation of most real-world robots. Faces with high schema were considered cuter and more trustworthy than uncontrolled or low schema faces. (4) Robot type and baby schema had a significant interaction with cuteness and trustworthiness. (5) However, for certain types of robots, baby schema effect may also have a counter-effect, that is, an overly high baby schema may reduce users’ perceptions of the cuteness and trustworthiness of social robots.

Revisiting the baby schema by a geometric morphometric analysis of infant facial characteristics across great apes

Infants across species are thought to exhibit specific facial features (termed the “baby schema”, such as a relatively bigger forehead and eyes, and protruding cheeks), with an adaptive function to induce caretaking behaviour from adults. There is abundant empirical evidence for this in humans, but, surprisingly, the existence of a baby schema in non-human animals has not been scientifically demonstrated. We investigated which facial characteristics are shared across infants in five species of great apes: humans, chimpanzees, bonobos, mountain gorillas, and Bornean orangutans. We analysed eight adult and infant faces for each species (80 images in total) using geometric morphometric analysis and machine learning. We found two principal components characterizing infant faces consistently observed across species. These included (1) relatively bigger eyes located lower in the face, (2) a rounder and vertically shorter face shape, and (3) an inverted triangular face shape. While these features are shared, human infant faces are unique in that the second characteristic (round face shape) is more pronounced, whereas the third (inverted triangular face shape) is less pronounced than other species. We also found some infantile features only found in some species. We discuss future directions to investigate the baby schema using an evolutionary approach.

The construct of cuteness: A validity study for measuring content and evoked emotions on social media.

Social media users are often exposed to cute content that evokes emotional reactions and influences them to feel or behave certain ways. The cuteness phenomenon in social media has been scarcely studied despite its prevalence and potential to spread quickly and affect large audiences. The main framework for understanding cuteness and emotions related to cuteness outside of social media is baby schema (having juvenile characteristics), which triggers parental instincts. We propose that baby schema is a necessary but not sufficient component of explaining what constitutes cuteness and how people react to it in the social media context. Cute social media content may also have characteristics that evoke approach motivations (a desire to interact with an entity, generally with the expectation of having a positive experience) that can manifest behaviorally in sharing and other prosocial online behaviors. We developed and performed initial validation for measures in social media contexts of: (1) cute attributes that encompass both baby schema and other proposed cuteness characteristics (the Cuteness Attributes Taxonomy, CAT) and (2) the emotional reactions they trigger (Heartwarming Social Media, HSM). We used the Kama Muta Multiplex Scale (KAMMUS Two), as previously validated measure of kama muta (an emotion akin to tenderness; from Sanskrit, "moved by love") as a measure of emotional reaction to cute stimuli and the dimension Cute Content of the Social Media Emotions Annotation Guide (SMEmo-Cute Content) as a developed measure of gestalt cute content to help validate our newly developed measures. Using 1,875 Polish tweets, our results confirmed that cute social media content predicted a kama muta response, but not all KAMMUS Two subscales were sensitive to cute content, and that the HSM measure was a better indicator of the presence of cute content. Further, the CAT measure is an effective means of categorizing cute attributes of social media content. These results suggest potential differences between in-person, online, and social media experiences evoking cute emotional reactions, and the need for metrics that are developed and validated for use in social media contexts.

Rehearsals on Faciality Diagrams of AI Avatars

As the post-Kantian schēma tradition emphasizes the importance of using mental concepts and frameworks to understand and interpret sensory experiences, in our case dramaturgies of faciality, rethinking different schemata concepts in various rehearsals and theoretical scenes seem fruitful to critically heed the development and use of faciality applied to AI avatars in virtual and augmented reality environments. One theoretical rehearsal to be explored is the baby schema theory as proposed by Konrad Lorenz to explain why certain physical features are perceived as cute. In recent years, the baby schema-cuteness relation has also been studied culturally in Kawaii aesthetics and in the context of virtual humans. In another rehearsal we critically heed exemplary faciality diagrams of Paul Ekman’s Facial Action Coding System (FACS) as a system for identifying and analyzing facial expressions of emotion based on the problematic idea that specific facial muscle movements correspond to emotions as a highly questionable facial diagrams (Stjernfelt/Peirce) –fallible as such – and finally glimpse towards the scenes of Todorov’s critic of facial rapid glance inferences and Lavater’s physiognomics.

Examination of morphological traits of children's faces related to perceptions of cuteness using Gaussian process ordinal regression.

Konrad Lorenz, an ethologist, proposed that certain physical elements are perceived as cute and induce caretaking behavior in other individuals, with the evolutionary function of enhancing offspring survival. He called these features Kindchenschema, baby schema. According to his introspection, these include a large forehead, chubby round features, and chubby cheeks. Previous studies are limited to examining the effects of these facial features on perceived cuteness. However, other morphological factors may be related to perceived cuteness. This study uses Bayesian optimization, one of the global sequential optimization methods for estimating unknown functions, to search for facial morphological features that enhance the perceptions of facial cuteness. We applied Bayesian optimization incorporating Gaussian process ordinal regression (GPOR), which allows an estimation of the latent cuteness function based on evaluations using the Likert scale. A total of 96 preschool children provided the facial images used in this study. We summarized the facial shape variations using methodologies of geometric morphometrics and principal component analysis (PCA) up to the third principal component (PC), which we refer to as the face space. A total of 40 participants evaluated the images created by warping the average facial texture of the children's faces with randomly generated parameters in the face space. Facial traits related to perceived cuteness were estimated based on the averaged cuteness function. Perceived cuteness was linked to the relative lower position of facial components and narrower jawline but not to the forehead height.

Kawaii Affective Assemblages

Kawaii Affective Assemblages

Stronger brain activation for own baby but similar activation toward babies of own and different ethnicities in parents living in a multicultural environment

Specific facial features in infants automatically elicit attention, affection, and nurturing behaviour of adults, known as the baby schema effect. There is also an innate tendency to categorize people into in-group and out-group members based on salient features such as ethnicity. Societies are becoming increasingly multi-cultural and multi-ethnic, and there are limited investigations into the underlying neural mechanism of the baby schema effect in a multi-ethnic context. Functional magnetic resonance imaging (fMRI) was used to examine parents’ (N = 27) neural responses to (a) non-own ethnic in-group and out-group infants, (b) non-own in-group and own infants, and (c) non-own out-group and own infants. Parents showed similar brain activations, regardless of ethnicity and kinship, in regions associated with attention, reward processing, empathy, memory, goal-directed action planning, and social cognition. The same regions were activated to a higher degree when viewing the parents’ own infant. These findings contribute further understanding to the dynamics of baby schema effect in an increasingly interconnected social world.

The Effect of Baby Schema in Cats on Length of Stay in an Irish Animal Shelter.

Simple SummarySeveral factors may influence cats’ length of stay (LoS) within the shelter environment. The aim of this study was to investigate the potential influence that ‘cuteness’ has on cats’ length of stay (LoS) in an animal shelter. Other factors such as paired-homing requirements, adoption profile (advertisements to encourage the adoption of a specific animal) wording, coat colour, sex and age were also explored. ‘Cuteness’ was measured in two ways; 1. Facial characteristics which characterise human infants, such as big eyes and a round head, were measured from images of cats to create an objective cuteness score. 2. Subjective cuteness scores were developed by participants rating the ‘cuteness’ of the cat images from ‘1-Not very cute’ to ‘5-Extremely cute’ through two online surveys; survey 1 investigated the cats’ social nature as well as cuteness while the second only looked at cuteness. The subjective cuteness scores were used to validate the objective cuteness scores. The analysis found that subjective cuteness influenced cats’ length of stay during the analysis of the first survey with no effect of other variables such as adoption profile language, homing requirements, coat colour, sex and age. Analysis of the data from the second survey found that none of the variables influenced the cats’ LoS. A novel objective measurement for cuteness in cats was developed which reflects the shape of the eyes and is associated with subjective cuteness scores. This research looks to understand factors that influence LoS to help identify potential methods to reduce time spent in shelters and improve the welfare of cats within these environments.Several factors may influence cats’ length of stay (LoS) within the shelter environment. The aim of this study was to investigate the potential influence that baby schema (characteristic facial features of infants, related to perceived ‘cuteness’) has on cats’ length of stay (LoS) in an animal shelter. Other factors such as paired-homing requirements, adoption profile (adverts to encourage the adoption of a specific animal) wording, coat colour, sex and age were also explored. Objective ‘cuteness’ scores were created by measuring specific facial features of 165 shelter cats. Several proportions of the cats’ faces were explored to identify the best objective measure of cuteness, including elements which have been found to associate with cuteness in cats and humans and new exploratory eye measurements. Subjective cuteness scores were developed by participants rating the ‘cuteness’ of the cat from ‘1-Not very cute’ to ‘5-Extremely cute’ through two online surveys; survey 1 investigated the cats’ social nature as well as cuteness while the second only looked at cuteness. The subjective cuteness scores were used to validate the objective cuteness scores. The analysis found that subjective cuteness in survey 1 was the only variable of influence on LoS. A novel objective cuteness measurement was developed which reflects the eye shape associated with subjective cuteness scores. The current study found that cuteness may not be as influential on cats’ LoS in shelters as hypothesised. This research looks to understand factors which influence LoS to help identify potential methods to reduce time spent in shelters and improve the welfare of cats within these environments.

Eye Size Affects Cuteness in Different Facial Expressions and Ages

Researchers have suggested that infants exhibiting baby schema are considered cute. These similar studies have mainly focused on changes in overall baby schema facial features. However, whether a change in only eye size affects the perception of cuteness across different facial expressions and ages has not been explicitly evaluated until now. In the present study, a paired comparison method and 7-point scale were used to investigate the effects of eye size on perceived cuteness across facial expressions (positive, neutral, and negative) and ages (adults and infants). The results show that stimuli with large eyes were perceived to be cuter than both unmanipulated eyes and small eyes across all facial expressions and age groups. This suggests not only that the effect of baby schema on cuteness is based on changes in a set of features but also that eye size as an individual feature can affect the perception of cuteness.