Arts Studies and Criticism

In the current society, "Moe" has become a new trend of best-selling products. The young user groups, especially the female users, are more inclined to choose "cute" products for their aesthetics. "Moe" is not only a sense of resonance that arises because of certain characteristics of things, but also some characteristics that make people have protective desires, stimulate people's childlike innocence, produce good feelings and love for them, and satisfy people's self-realization of young things, the need for value, and the need for aesthetics about cute and beautiful things. From the perspective of user’s cognitive psychology, this paper summarized the concept of "Moe", and discussed how "Moe" resonates with users and affects users' expectations. By comparing various types of robots and child robots in case studies, how “Moe” produces an impact based on the user's cognitive psychology was summed up. And this article demonstrated that products with a strong feel of "Moe" in the appearance meet the aesthetic needs of users, and are more likely to have empathy with users, which has an important impact on reducing the user expectations.