Emoji for Food and Beverage Research: Pleasure, Arousal and Dominance Meanings and Appropriateness for Use
Abstract
:1. Introduction
1.1. Emoji in Food-Related Consumer Research
1.2. Dimensional Meanings of Emoji: Pleasure, Arousal and Dominance
1.3. Research Aims and Contributions
2. Materials and Methods
2.1. Participants
2.2. Brief Overview of Empirical Approach
2.3. Emoji Selection and Evaluation
2.3.1. Emoji
2.3.2. PAD Scale
2.3.3. Emoji Specific Use and Suitability for F&B Occasions
2.3.4. General Emoji Use and Attitudes
2.4. Data Collection Procedures
2.5. Data Analysis
3. Results
3.1. Emoji Characterisation on PAD Variables
3.2. Emoji Appropriateness and Use
4. Discussion
4.1. Emoji Meanings
4.2. Emoji Appropriateness for Use in Research Linked to F&Bs and Eating/Drinking
4.3. Limitations and Suggestions for Future Research
5. Conclusions
Supplementary Materials
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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Dimension | PAD Code | Left Anchor (1) | Right Anchor (9) |
---|---|---|---|
Pleasure (Pleasure- Displeasure) | P1 | Happy | Unhappy |
P2 | Pleased | Annoyed | |
P3 | Satisfied | Unsatisfied | |
P4 | Contented | Melancholic | |
P5 | Hopeful | Despairing | |
P6 | Amused * | Bored | |
Arousal (Arousal- Nonarousal) | A1 | Stimulated | Relaxed |
A2 | Excited | Calm | |
A3 | Frenzied | Sluggish | |
A4 | Jittery | Dull | |
A5 | Wide-awake | Sleepy | |
A6 | Aroused | Unaroused | |
Dominance (Dominance- Submissiveness) | D1 | Controlling | Controlled |
D2 | Influential | Influenced | |
D3 | In control | Cared for | |
D4 | Important | Awed | |
D5 | Dominant | Submissive | |
D6 | Autonomous | Guided |
Study 1 (NZ) | Study 2 (UK) | |||||
---|---|---|---|---|---|---|
Emoji Name and Image | Avg. Frequency of Using This Emoji * | Emoji Use in F&B or Eating Situation Is Appropriate (%) | Have Used Emoji in F&B or Eating Situation (%) | Emoji Use in F&B or Eating Situation Is Appropriate (%) | Have Used Emoji in F&B or Eating Situation (%) | |
Beating heart | | 2.7 ef | 69 | 38 | 56 | 18 |
Clapping hands | | 2.3 bcdef | 88 | 33 | 56 | 22 |
Collision | | 1.6 abc | 77 | 19 | 42 | 16 |
Exploding head | | 1.7 abc | 43 | 7 | 43 | 18 |
Expressionless face | | 2.1 abcdef | 60 | 20 | 33 | 13 |
Face savouring food | | 2.8 ef | 86 | 49 | 75 | 39 |
Face screaming in fear | | 2.3 bcdef | 63 | 35 | 44 | 20 |
Face vomiting | | 1.8 abcd | 72 | 49 | 40 | 22 |
Face with steam from nose | | 1.7 abc | 43 | 10 | 32 | 11 |
Face with tongue | | 2.9 f | 71 | 29 | 55 | 25 |
Flexed biceps | | 1.8 abc | 65 | 15 | 39 | 12 |
Flushed face | | 2.4 cdef | 63 | 35 | 34 | 18 |
Nauseated face | | 2.1 abcdef | 69 | 38 | 60 | 34 |
Oncoming fist | | 2.2 abcdef | 38 | 20 | 25 | 14 |
Party popper | | 2.7 ef | 78 | 43 | 56 | 26 |
Persevering face | | 1.8 abc | 50 | 8 | 31 | 15 |
Person in lotus position | | 1.4 a | 49 | 14 | 25 | 7 |
Person shrugging | | 2.2 bcdef | 52 | 21 | 33 | 15 |
Pouting face | | 2.0 abcde | 48 | 30 | 39 | 12 |
Sleeping face | | 2.4 cdef | 50 | 15 | 27 | 9 |
Smiling face with sunglasses | | 2.7 def | 73 | 18 | 50 | 25 |
Warning | | 1.6 ab | 50 | 10 | 25 | 11 |
Yawning face | | 1.8 abc | 48 | 13 | 28 | 12 |
Zzz | | 2.1 abcdef | 36 | 7 | 25 | 10 |
Statement | Study 1 (NZ) | Study 2 (UK) | ||
---|---|---|---|---|
M | SD | M | SD | |
Emoji are fun to use and receive | 5.7 | 1.2 | 5.3 | 1.3 |
Emoji are more appropriate in private than professional communications | 6.0 | 1.3 | 5.8 | 1.3 |
I consider myself to be emoji savvy and literate | 4.5 | 1.7 | 4.3 | 1.7 |
I generally use a small set of emoji over and over again | 6.0 | 1.0 | 5.4 | 1.3 |
I like to use many different emoji, of all kinds | 4.3 | 1.8 | 4.4 | 1.7 |
In computer-mediated communications, emoji help me to better express myself | 5.3 | 1.4 | 4.8 | 1.5 |
My favourite emoji are “face emoji” (e.g., | 5.8 | 1.3 | 5.3 | 1.3 |
Using emoji helps me to express my moods/emotions | 5.9 | 1.2 | 5.1 | 1.4 |
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Jaeger, S.R.; Jin, D.; Ryan, G.S.; Schouteten, J.J. Emoji for Food and Beverage Research: Pleasure, Arousal and Dominance Meanings and Appropriateness for Use. Foods 2021, 10, 2880. https://doi.org/10.3390/foods10112880
Jaeger SR, Jin D, Ryan GS, Schouteten JJ. Emoji for Food and Beverage Research: Pleasure, Arousal and Dominance Meanings and Appropriateness for Use. Foods. 2021; 10(11):2880. https://doi.org/10.3390/foods10112880
Chicago/Turabian StyleJaeger, Sara R., David Jin, Grace S. Ryan, and Joachim J. Schouteten. 2021. "Emoji for Food and Beverage Research: Pleasure, Arousal and Dominance Meanings and Appropriateness for Use" Foods 10, no. 11: 2880. https://doi.org/10.3390/foods10112880