BY: CAROLINE ROLF
In the 1940s, an Austrian biologist by the name of Konrad Lorenz developed a formula that would make the human heart melt. Not literally, of course, but the formula known as Kindchenschema (or “baby schema”) is a set of physical features that makes the corners of our mouths rise and say “Aweeee”. These features include large heads with chubby cheeks, plump lips, small noses and huge round eyes.
“Baby schema” is the motivation for individual care taking by adults, but this doesn’t only apply to human beings. Studies by the Moscow Ecology and Evolution Institute have shown that wolf packs and stray dogs send their cutest member to retrieve scraps from humans. These four-legged psychologists know we can’t resist. This could explain the evolution of the adult woman’s instinct to care for her baby.
Okay, so maybe miniature versions of ourselves don’t do it for everyone, but you know what does? Puppies. And kittens. And ducklings and lambs and sloths and bunnies and bear cubs and basically any infant animal that even slightly resembles us. We squeal with delight at the opportunity to cuddle baby animals and purchase calendars that allow us to keep track of each day with a picture of a dog in a hammock.
We fawn over pictures and videos of babies of other species and share videos with our friends of these creatures behaving like humans. Like this Slow Loris eating a rice ball, for example, or this job opportunity to cuddle pandas all day long. Youtube videos of kittens yawning have me making sounds that cause my roommate concern. She can plug her ears all she wants, it’s evolution!
What is one of the best marketing techniques for women and children? Kindchenschema. In fact, children prefer other living things that are smaller and cuter than them by the age of three. Wait, a cute toddler favouring other cute beings? That’s cuteness inception. As we grow older, we continue to perceive young humans and animals in a way that delights us and unleashes our instinct to nurture these youngsters.
Since the first animation of Mickey Mouse, the industry of cuteness will continue to profit. Families are more likely to watch movies and purchase toys for their children that include the optimal cute features. Creatures you didn’t even know were cute suddenly become endearing thanks to Disney developers and animators. We find ourselves rooting for Remy the rat from Ratatouille, Flounder the fish from The Little Mermaid, an untrained alien named Stitch and all seven dwarfs. Kindchenschema strikes again! How else could you explain the overwhelming positive response to a movie about mumbling yellow tic-tac-like-objects called Minions?
Cuddling or cooing over cute things we encounter activates the reward and enjoyment receptors in the brain. Although you may hold little value or substance to having affection for cute and small creatures, but judging by the view count of baby sloths taking a bath, you just can’t seem to help yourself.
Image sourcing: livingnorth.com, deerbabyphoto.com, wattpad.com
