2016 年 15 巻 1 号 p. 39-46
This study reports the results of a subject investigation that was conducted on the cause and effect of the phenomenon known as “kawaii.” To experience that something is “kawaii” is a psychological phenomenon; however, it has not been clarified what type of causes lead to this type of effect. Due to the existence of several opinions regarding what comprises “kawaii,” it is difficult to entirely clarify the topic. Three group interviews were conducted with a total of 30 subjects. The laddering method devised by D. Hinkle was used as the question form, and 15 stimuli were used for the investigation. The causes were classified into “shape,” “behavior or expression,” and “personality ”; the effects were classified into 20 social needs and 16 emotional categories. Regarding the effects of “kawaii,” “happiness” was considerably selected followed by “affiliation” and “nurturance.” Moreover, the relationship between the causes and the effects was further understood.