How the Cute Pikachu Is a Chocolate Milkshake for the Brain

Cute things are usually vulnerable, fragile, and weak. But cuteness itself is mighty indeed.

 

Pikachu Outbreak Festival 2016 In Yokohama (Photo by Tomohiro Ohsumi/Getty Images)

Cute things are usually vulnerable, fragile and weak. But cuteness itself is mighty indeed. Morten L Kringelbach and his colleagues at the University of Oxford recently described cuteness as ‘one of the most basic and powerful forces shaping our behaviour’. And yet, despite its elemental importance, cuteness might be a fluid, evolving concept and trait.

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