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

The 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.