In evaluating facial features, “cuteness” is used as a rating term for infants, whereas “attractiveness” is used for adults. The reason underlying this use is that cuteness has been considered an aspect of attractiveness among infants, as derived from the baby schema, which is deemed to stimulate nurturing behavior. Thus, this study proposes that cuteness can also be an evaluative dimension of adult faces and is distinct from sexual attractiveness. After summarizing the findings on infant cuteness, we review the recent research on adult facial cuteness. We then discuss several research issues related to the cuteness of adult faces. In particular, we highlight that measuring physical/physiological responses may help in elucidating the similarities and differences in cuteness evaluation between adults and infants. Finally, we discuss the possibility that cuteness functions as an indicator of nonsexual social attractiveness among adults.
