The Therapeutic Power of Cute: Effects of Media Sub-Forms and Individual Differences in Media Prescription

Prior research showed that prescribing positively-valenced media can reduce people's perceived stress. This study explored the potential of cute media by further considering media sub-forms and individual differences in stress responses. We conducted a between-subjects experiment (N = 436) to assess how small doses of various cute media (none vs. baby vs. whimsical) affect users' positive emotions, cognitions (i.e. coping efficacy and recovery), and stress perception. Furthermore, the study bridged two lines of research on emotional media experiences by investigating the role of recovery in stress reduction. The findings indicated that amusement and kama muta induced by cute media mitigated stress. Serial mediation through positive emotion and coping efficacy emerged for amusement only. Recovery effects from both media-induced positive emotions were achieved through coping efficacy. While trait anxiety did not affect the level of positive emotions induced by cute media, it moderated how positive emotions were processed to form cognition and stress perception. Theoretical and practical implications for media prescription are discussed.