A comparison of five methodological variants of emoji questionnaires for measuring product elicited emotional associations: An application with seafood among Chinese consumers.

Product insights beyond hedonic responses are increasingly sought and include emotional associations. Various word-based questionnaires for direct measurement exist and an emoji variant was recently proposed. Herein, emotion words are replaced with emoji conveying a range of emotions. Further assessment of emoji questionnaires is needed to establish their relevance in food-related consumer research. Methodological research contributes hereto and in the present research the effects of question wording and response format are considered. Specifically, a web study was conducted with Chinese consumers (n=750) using four seafood names as stimuli (mussels, lobster, squid and abalone). Emotional associations were elicited using 33 facial emoji. Explicit reference to "how would you feel?" in the question wording changed product emoji profiles minimally. Consumers selected only a few emoji per stimulus when using CATA (check-all-that-apply) questions, and layout of the CATA question had only a small impact on responses. A comparison of CATA questions with forced yes/no questions and RATA (rate-all-that-apply) questions revealed an increase in frequency of emoji use for yes/no questions, but not a corresponding improvement in sample discrimination. For the stimuli in this research, which elicited similar emotional associations, RATA was probably the best methodological choice, with 8.5 emoji being used per stimulus, on average, and increased sample discrimination relative to CATA (12% vs. 6-8%). The research provided additional support for the potential of emoji surveys as a method for measurement of emotional associations to foods and beverages and began contributing to development of guidelines for implementation.

An Integrated Review of Emoticons in Computer-Mediated Communication.

Facial expressions constitute a rich source of non-verbal cues in face-to-face communication. They provide interlocutors with resources to express and interpret verbal messages, which may affect their cognitive and emotional processing. Contrarily, computer-mediated communication (CMC), particularly text-based communication, is limited to the use of symbols to convey a message, where facial expressions cannot be transmitted naturally. In this scenario, people use emoticons as paralinguistic cues to convey emotional meaning. Research has shown that emoticons contribute to a greater social presence as a result of the enrichment of text-based communication channels. Additionally, emoticons constitute a valuable resource for language comprehension by providing expressivity to text messages. The latter findings have been supported by studies in neuroscience showing that particular brain regions involved in emotional processing are also activated when people are exposed to emoticons. To reach an integrated understanding of the influence of emoticons in human communication on both socio-cognitive and neural levels, we review the literature on emoticons in three different areas. First, we present relevant literature on emoticons in CMC. Second, we study the influence of emoticons in language comprehension. Finally, we show the incipient research in neuroscience on this topic. This mini review reveals that, while there are plenty of studies on the influence of emoticons in communication from a social psychology perspective, little is known about the neurocognitive basis of the effects of emoticons on communication dynamics.