Policy makers and social agencies need novel insights to manage the major global challenge of encouraging prosocial and sustainable behaviors. This research identifies a positive aesthetic cue, “Kindchenschema cuteness,” that can reliably induce some people—specifically, those who exhibit high approach motivational orientation (per the behavioral approach system [BAS]; Carver and White 1994)—to engage in prosocial and conservation behaviors. Studies 1 and 2 show that consumers high (vs. low) in BAS (measured) react more favorably to conservation appeals featuring cuteness, an effect mediated by experienced feelings of tenderness. Study 3 replicates the effect using a prime of approach motivation (BAS) to assess donation intentions. Study 4, a large-scale field experiment conducted over eight weeks at multiple locations, shows that people recycle more at bins featuring cute visuals with active (high-BAS) messages compared with bins featuring cute visuals with passive (low-BAS) messages. The authors conclude with a discussion of practical implications for policy makers.
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