Measuring consumers' product associations with emoji and emotion word questionnaires: case studies with tasted foods and written stimuli

Food Research International
Sara R JaegerGastón Ares

Abstract

Measurement of emotional associations to food/beverage stimuli and consumption situations provide consumer insights that extend beyond hedonic responses. The aim of this research was to compare emoji, a novel approach in product-focused emotion research, with emotion words, an established approach. Focus was directed to questionnaires, which are popular in this field of research. The questionnaires were overall comparable in the meanings conveyed by the emoji/emotion words, and matched for length. Eight studies with a total of 1121 consumers in New Zealand and China were conducted with tasted foods and written stimuli. The studies were diverse and compatible with an explorative research strategy. While emoji, overall, were more discriminative than emotion words, the findings were highly study specific. When tasted foods with medium/large sample differences were used, emoji and emotion words showed similar performance overall, although emotion words better discriminated between the most liked samples and emoji better discriminated between the lesser liked samples. When samples were more similar, emoji generally were more discriminative, although emotion words still discriminated well for the pairs of most liked samples. Among Ch...Continue Reading

Citations

Dec 14, 2018·Frontiers in Psychology·Alexander ToetJan B F van Erp
Nov 5, 2019·Frontiers in Psychology·Qiyu BaiMaokun Yang

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