Kindchenschema and Cuteness Elicit Interest in Caring for and Playing with Young Children, But Less So in the Presence of Masks

Cuteness in the young has long been theorized to elicit care and protection (Lorenz, 1943). Most research on this has focused on human infants, despite theories suggesting that cuteness may elicit broader social interest that could support development beyond infancy (Kringelbach et al., 2016; Sherman & Haidt, 2011). In four experiments (N=531 adults, 98 children), we tested whether ‘kindchenschema’—facial proportions associated with cuteness—and perceived cuteness elicit interest in playing with and caring for children, and whether masks disrupt these processes. Participants viewed images of children’s faces, masked or unmasked. Kindchenschema correlated with perceived cuteness and age, and these variables predicted adults’ interest in playing with and caring for children. Masks did not reduce cuteness ratings or interest in children, although they weakened relations between perceived cuteness and interest, and between perceived age and interest. Cuteness and related signals may shape adults’ interactions with children, and, consequently, children’s development.