The gender difference of impression evaluation of visual images among young people

Abstract

Kawaii is a Japanese word meaning cute or pretty. Authors classified this concept into three categories, i.e. the psycho-physical Kawaii, cultural Kawaii and generic Kawaii. Kawaii, especially the cultural Kawaii, could be regarded typical to the female in Japan. But the psycho-physical Kawaii and generic Kawaii may be shared by both of male and female. Authors conducted a questionnaire survey by showing 225 photographs to 89 university students including 54 male and 34 female students. Based on the statistical analysis of data, it was found that female students tend to evaluate the stimuli to be more Kawaii, beautiful and preferred than male students regarding the psycho-physical Kawaii and generic Kawaii. Further study is expected by conducting the comparative study among various cultural regions.