Chubby-cheeked babies, wide-eyed puppies and wobbly kittens: We know cute when we see it. We’re still learning, however, what it does to our brains and behavior.
Once thought to trigger a hardwired, primarily maternal, caregiving response, researchers are now learning that cuteness actually sets off unique brain activity — in women and men — that goes beyond making sure Junior wants for nothing. Marketers and product designers have known for decades that cuteness sells, but a series of recent studies suggests it’s less about caregiving and more about empathy, community and sharing.
In fact, understanding what cuteness is and how it affects us may help us harness its powers for good.
Perhaps unexpectedly, the science of cuteness starts with Nazis.
