October 7, 2022

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.cute baby reaction,
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