The Psychological Mechanism by Which “Ugly-Cute” Dolls Attract More Consumer Attention than Regular Dolls

Lee Siu Kee School of Business, Hong Kong Metropolitan University, 999077 Hong Kong, China

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Abstract

This study focuses on the emotional consumption of toys by Generation Z, using individual unique needs as a mediating factor to investigate why ugly-cute toys attract more consumer attention than traditional aesthetically pleasing toys. This study examines key perspectives of doll consumption, starting with emotional value and identity construction, thereby revealing the psychological research mechanisms of the theory of unique individual needs and the consumption of quirky and cute dolls. This study fills the gap in the focus on the front-end of marketing; it uses a questionnaire to collect relevant information, which is divided into three parts: situational stimulus and manipulation test; dependent variable test (attention level) and mediating variable test. The study ultimately concluded that the "ugly-cute" dolls failed because of their "ugliness," but rather by satisfying Generation Z consumers' deep-seated need for individuality and differentiation from the masses, thus winning in the competition for attention. This provides an explanation for the market success of unconventional aesthetic products based on consumer behavioural motivations.