Infant Faces Induce Behavioral Approach Tendencies: Evidence From a Manikin Task^1,2

Infant faces are generally perceived as being cute and motivate the observer to look at them longer. This phenomenon is thought to be based on elemental features called baby schema (e.g., a round face and a large forehead). This study investigated the behavioral tendencies of observers in approaching infant faces using a manikin task in which infant and adult face images were presented as stimuli. Participants (N = 40) were instructed to identify with the manikin, discriminate a face on the screen, and respond by moving the manikin closer to the face (approach trials) or farther away from it (avoidance trials). The faces were presented either upright or inverted. The results showed that the approach-avoidance indices (the mean reaction time and error rate of avoidance trials minus those of approach trials) were larger for infant faces than for adult faces regardless of face orientation, although the difference was greater for upright faces than for inverted faces. This approach tendency toward infant faces is possibly due to elemental features rather than face-specific holistic features.