Value congruence in evaluations of product aesthetics: Political conservatives’ preference for kinderschema cute products

We show that political conservatives, relative to liberals, prefer products with a kinderschema (i.e., infantile) cute aesthetic because this aesthetic is congruent with purity-related moral values. Across nine controlled experiments (n = 3,648), we establish the basic relation between conservatism and preference for the kinderschema aesthetic. We triangulate to a purity-related process via mediation, moderation by type of cuteness (infantile vs. whimsical cute), and product category (mug vs. condom). Multi-country replications (U.S., U.K., India) demonstrate generalizability of the effect, and longitudinal designs confirm independent measurement of key variables. We establish ecological validity using online search datasets (n = 1,808 observations): state-level conservatism is related to state-level online search interest in cute products. This research establishes political ideology and moral judgements as important antecedents to consumers’ aesthetic choices. We conclude by discussing strategic implications for segmentation, targeting, and positioning of kinderschema cute products.