*3.2. Comparison of Emotion Terms (CATA Emotions Method)*

The emotional terms expressed by consumers of Western and Asian backgrounds were compared by the Cochran's Q test (Table 2). The most selected emotional terms (*p* < 0.05) for Western consumers for each product type were 'trusted' and 'dependable' for the reference, 'artificial' and 'luxury' for coconut, 'cheerful' and 'uplifting' for drinkable, 'cheerful' and 'artificial' for soy, 'cheerful' and 'uplifting' for cookies and 'nasty' and 'deceitful' for berry. The distributions of positive, negative and neutral terms are listed in Table S1. In comparison, for Asian consumers, the top selected emotions (*p* < 0.05) for each of the yogurts were 'basic' and 'common' for the reference, 'artificial' for coconut, 'cheerful' and 'basic' for drinkable, 'cheerful' and 'artificial' for soy, 'cheerful' and 'luxury' for cookies and 'nasty' and 'artificial' for berry. The cookies product generated positive emotion terms, whereas berry generated negative emotions, by both the cultural groups. The emotion terms 'neutral' and 'guilt-free' were similarly rated by both cultures for all the yogurt products.

Interestingly, the reference product was related more to positive terms by Western consumers and to neutral terms by Asian consumers. The coconut was linked to more negative emotions by Asian consumers but was intermediate for Western consumers. The term 'common' was not significantly different for the six yogurt products in the case of Western consumers, whereas Asians selected 'common' more often for the reference yogurt, as seen by the Fisher's exact test across cultures.

A correspondence analysis using a biplot for Western consumers (Figure 1a) indicated that 82.47% of the variability observed could be attributed to the first two principal components (F1: 62.29%, F2: 20.18%). The berry was more related to the negative terms (nasty, pretentious, deceitful), whereas the reference (guilt-free, trusted, dependable) and soy (luxury, uplifting, cheerful, artificial) were more related to positive emotions. The drinkable and cookies yogurts were related to more positive and neutral terms ('common', 'basic', 'indifferent', 'luxury', 'cheerful', 'uplifting') and coconut was associated with neutral and negative responses ('cheap', 'neutral'). The biplot for Asian consumers (Figure 1b) similarly indicated that 85.5% of the variability observed could be attributed to the two principal components for (F1: 63.67%, F2: 21.49%). The berry and coconut yogurts were related to more negative emotion terms ('nasty', 'artificial', 'cheap', 'deceitful'); the reference dairy yogurt was related to neutral emotions ('guilt-free', 'common', 'neutral') and the cookies yogurt was more associated with positive emotions ('cheerful', 'luxury', 'uplifting'). The drinkable and soy yogurts were very similar to each other.

**Table 2.** Cochran's Q test for emotion terms shown for the two cultural groups (Western consumers, Asian consumers) comparing terms within the culture, and using Fisher's test to compare terms across cultures.


cultures according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall

test is significant.

other.

yogurt, as seen by the Fisher's exact test across cultures.

**Figure 1.** Correspondence analysis biplots for emotions comparing the two cultural groups: (**a**) Western consumers, (**b**) Asian consumers, with the confidence ellipses showing emotions related to each of the yogurt products. **Figure 1.** Correspondence analysis biplots for emotions comparing the two cultural groups: (**a**) Western consumers, (**b**) Asian consumers, with the confidence ellipses showing emotions related to each of the yogurt products. **Table 3.** Cochran's Q test for emoji terms shown for the two cultural groups (Western consumers, Asian consumers) comparing terms within the culture, and using Fisher's test to compare terms across cultures. ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 **Table 3.** Cochran'sQ test for emoji terms shown for the two cultural groups(Western consumers, Asian consumers) comparing terms within the culture, and using Fisher's test to compare terms across cultures. ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* 0.00 <sup>y</sup> 0.09 xy 0.00 <sup>y</sup> 0.03 xy 0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15 <sup>x</sup> 0.06 <sup>x</sup> 0.09 <sup>x</sup> 0.00 <sup>x</sup> **0.12 <sup>x</sup>** 0.255 \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15 <sup>x</sup> 0.06 <sup>x</sup> 0.09 <sup>x</sup> 0.00 <sup>x</sup> **0.12 <sup>x</sup>** 0.255 ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004 *Foods* **2021**, *10*, 1237 9 of 18 ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* 0.00 <sup>y</sup> 0.09 xy 0.00 <sup>y</sup> 0.03 xy 0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15 <sup>x</sup> 0.06 <sup>x</sup> 0.09 <sup>x</sup> 0.00 <sup>x</sup> **0.12 <sup>x</sup>** 0.255 \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 *Foods* **2021**, *10*, 1237 9 of 18 *Foods* **2021**, *10*, 1237 9 of 18 ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004 \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 *Foods* **2021**, *10*, 1237 9 of 18 ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* 0.00 <sup>y</sup> 0.09 xy 0.00 <sup>y</sup> 0.03 xy 0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15 x0.06 <sup>x</sup> 0.09 <sup>x</sup> 0.00 <sup>x</sup> **0.12 <sup>x</sup>** 0.255 \* 0.28 ab 0.21 ab 0.24 ab 0.31 ab 0.41a 0.00 <sup>b</sup> 0.007\*\* 0.15 yz 0.09 <sup>z</sup> 0.42 xy 0.30 xyz 0.52 <sup>x</sup> 0.00 <sup>z</sup> <0.001 ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* 0.00 <sup>y</sup> 0.09 xy 0.00 <sup>y</sup> 0.03xy 0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 **Table 3.** Cochran's Q test for emoji terms shown for the two cultural groups (Western consumers, Asian consumers) comparing terms within the culture, and using Fisher's test to compare terms across cultures. **Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values**

#### *3.3. Comparison of Emojis (CATA Emojis Method) 3.3. Comparison of Emojis (CATA Emojis Method)* ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004 **Table 3.** Cochran's Q test for emoji terms shown for the two cultural groups (Western consumers, Asian consumers) comparing terms within the culture, and using Fisher's test to **Table 3.** Cochran's Q test for emoji terms shown for the two cultural groups (Western consumers, Asian consumers) comparing terms within the culture, and using Fisher's test to \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15 <sup>x</sup> 0.06 <sup>x</sup> 0.09 <sup>x</sup> 0.00 <sup>x</sup> **0.12 <sup>x</sup>** 0.255 **Attributes ReferenceCoconut Drinkable Soy Cookies Berry** *p***‐Values Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values** *Foods* **2021**, *10*, 1237 9 of 18

The emojis expressed by consumers of Western and Asian groups were assessed by the Cochran's Q test (Table 3). The most selected emotion terms (*p* < 0.05) for Western consumers were: 'smiling face ' and 'relieved face ' (reference); 'smiling face ', 'persevering face ' and 'savoring delicious food ' (coconut); 'relieved face ', 'smiling face ' and 'savoring delicious food ' (drinkable); 'relieved face ' and 'smiling face ' (soy); 'smiling face ' and 'relieved face ' (cookies); 'pensive face ' (berry). In comparison to Asian consumers, the top selected emotions (*p* < 0.05) for the yogurts were: 'smiling face ' and 'relieved face ' (reference); 'relieved face ' (coconut); 'relieved face ' and 'smiling face ' (drinkable); 'smiling face ' (soy); The emojis expressed by consumers of Western and Asian groups were assessed by the Cochran's Q test (Table 3). The most selected emotion terms (*p* < 0.05) for Western consumers were: 'smiling face **Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values** ns 0.14 <sup>a</sup> 0.21 <sup>a</sup> 0.21 <sup>a</sup> 0.10a **0.14a** 0.14 <sup>a</sup> 0.817 ns 0.12 xy 0.24 <sup>x</sup> 0.12 xy 0.15 xy **0.00 <sup>y</sup>** 0.09 xy 0.087 \* 0.28 ab 0.21 ab 0.24 ab 0.31 ab 0.41 <sup>a</sup> 0.00 <sup>b</sup> 0.007 \*\* 0.15 yz 0.09 <sup>z</sup> 0.42 xy 0.30 xyz 0.52 <sup>x</sup> 0.00 <sup>z</sup> <0.001 ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* 0.00 <sup>y</sup> 0.09 xy 0.00 <sup>y</sup> 0.03 xy 0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15 <sup>x</sup> 0.06 <sup>x</sup> 0.09 <sup>x</sup> 0.00 <sup>x</sup> **0.12 <sup>x</sup>** 0.255 ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004 \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.001. \* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. ' and 'relieved face \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.001. \* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. ' (reference); 'smiling face **Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values** ns 0.14 <sup>a</sup> 0.21 <sup>a</sup> 0.21 <sup>a</sup> 0.10a **0.14a** 0.14 <sup>a</sup> 0.817 ns 0.12 xy 0.24 <sup>x</sup> 0.12 xy 0.15 xy **0.00 <sup>y</sup>** 0.09 xy 0.087 \* 0.28 ab 0.21 ab 0.24 ab 0.31 ab 0.41 <sup>a</sup> 0.00 <sup>b</sup> 0.007 \*\* 0.15 yz 0.09 <sup>z</sup> 0.42 xy 0.30 xyz 0.52 <sup>x</sup> 0.00 <sup>z</sup> <0.001 ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* 0.00 <sup>y</sup> 0.09 xy 0.00 <sup>y</sup> 0.03 xy 0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15 <sup>x</sup> 0.06 <sup>x</sup> 0.09 <sup>x</sup> 0.00 <sup>x</sup> **0.12 <sup>x</sup>** 0.255 ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004 \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24a 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.001. \* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significantdifference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples accordingto Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. ', 'persevering face \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.001. \* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. ' and 'savoring delicious food ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 x0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 y0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences between samples according to Cochran'sQ test at *p* < 0.001. \* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. ' (coconut); 'relieved face \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06y 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences between samples according to Cochran's Q testat *p* < 0.001.\* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. ', 'smiling face compare terms across cultures. **Western consumers Asian consumers Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values** ns 0.14 <sup>a</sup> 0.21 <sup>a</sup> 0.21 <sup>a</sup> 0.10a **0.14a** 0.14 <sup>a</sup> 0.817 ns 0.12 xy 0.24 <sup>x</sup> 0.12 xy 0.15 xy **0.00 <sup>y</sup>** 0.09 xy 0.087 \* 0.28 ab 0.21 ab 0.24 ab 0.31 ab 0.41 <sup>a</sup> 0.00 <sup>b</sup> 0.007 \*\* 0.15 yz 0.09 <sup>z</sup> 0.42 xy 0.30 xyz 0.52 <sup>x</sup> 0.00 <sup>z</sup> <0.001 ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* 0.00 <sup>y</sup> 0.09 xy 0.00 <sup>y</sup> 0.03 xy 0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15 <sup>x</sup> 0.06 <sup>x</sup> 0.09 <sup>x</sup> 0.00 <sup>x</sup> **0.12 <sup>x</sup>** 0.255 ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004 \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03b <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.001. \* Indicates significant differences between samples according to Cochran's Q test at *p* < ' and 'savoring delicious food \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06y 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00y 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.001. \*Indicates significant differences between samples according to Cochran's Q test at *p* < 0.05. ns Indicatesno significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largestin case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs ofsamples according to Fisher's exact testare indicated by bold terms. Fisher's exact test isgenerally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. ' (drinkable); 'relieved face \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 b0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30x 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.001. \* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. ' and 'smiling face **Table 3.** Cochran's Q test for emoji terms shownfor the two cultural groups (Western consumers, Asian consumers) comparing terms within the culture, and using Fisher's test to compare terms across cultures. **Western consumers Asian consumers Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values** ns 0.14 <sup>a</sup> 0.21 <sup>a</sup> 0.21a 0.10a **0.14a** 0.14 <sup>a</sup> 0.817 ns 0.12 xy 0.24 <sup>x</sup> 0.12 xy 0.15xy **0.00 <sup>y</sup>** 0.09 xy 0.087 \* 0.28 ab 0.21 ab 0.24 ab 0.31 ab 0.41 <sup>a</sup> 0.00 <sup>b</sup> 0.007 \*\* 0.15 yz 0.09z 0.42 xy 0.30 xyz 0.52 <sup>x</sup> 0.00 <sup>z</sup> <0.001 ns 0.03 a0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* 0.00 <sup>y</sup> 0.09 xy 0.00 <sup>y</sup> 0.03 xy0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15 <sup>x</sup> 0.06 x0.09 <sup>x</sup> 0.00 <sup>x</sup>**0.12 <sup>x</sup>** 0.255 ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 x0.00 <sup>y</sup> 0.004 \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 x0.12 <sup>x</sup> 0.00 x0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 y0.09 xy 0.27 x0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35a 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18x 0.09 x0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\*0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00b 0.00b 0.00 <sup>b</sup> 0.31a <0.001 \*\*0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 ' (soy); 'smiling face **Table 3.** Cochran's Q test for emoji terms shownfor the two cultural groups (Western consumers, Asian consumers) comparing terms within the culture, and using Fisher's test to compare terms across cultures. **Western consumers Asian consumers Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values AttributesReferenceCoconut Drinkable Soy Cookies Berry** *p***‐Values** ns 0.14 <sup>a</sup> 0.21 <sup>a</sup> 0.21 <sup>a</sup> 0.10a **0.14a** 0.14 <sup>a</sup> 0.817 ns 0.12xy 0.24 <sup>x</sup> 0.12 xy 0.15 xy **0.00 <sup>y</sup>** 0.09 xy 0.087 \* 0.28 ab 0.21 ab 0.24 ab 0.31 ab 0.41 <sup>a</sup> 0.00 <sup>b</sup> 0.007 \*\* 0.15 yz 0.09 <sup>z</sup> 0.42 xy 0.30 xyz 0.52 <sup>x</sup> 0.00 <sup>z</sup> <0.001 ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* 0.00y0.09 xy 0.00 <sup>y</sup> 0.03 xy 0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06x 0.15 <sup>x</sup> 0.06 <sup>x</sup> 0.09 <sup>x</sup> 0.00 <sup>x</sup> **0.12 <sup>x</sup>** 0.255 ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004 \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21x 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15x 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06y 0.15 xy 0.00 <sup>y</sup> 0.09y 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06y 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06y 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001\* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 ' and 'relieved face ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 y0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45a 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\*Indicatessignificant differencesbetween samples accordingto Cochran'sQ test at *p* < 0.001. \* Indicates significant differencesbetween samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significanteven if the overall test is significant. ' (cookies); 'pensive face compare terms across cultures. **Western consumers Asian consumers Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values** ns 0.14 <sup>a</sup> 0.21 <sup>a</sup> 0.21 <sup>a</sup> 0.10a **0.14a** 0.14 <sup>a</sup> 0.817 ns 0.12 xy 0.24 <sup>x</sup> 0.12 xy 0.15 xy **0.00 <sup>y</sup>** 0.09 xy 0.087 \* 0.28 ab 0.21 ab 0.24 ab 0.31 ab 0.41 <sup>a</sup> 0.00 <sup>b</sup> 0.007 \*\* 0.15 yz 0.09 <sup>z</sup> 0.42 xy 0.30 xyz 0.52 <sup>x</sup> 0.00 z<0.001 ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 a0.10 <sup>a</sup> 0.267 \* 0.00 <sup>y</sup> 0.09 xy 0.00 <sup>y</sup> 0.03 xy 0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15 <sup>x</sup> 0.06 <sup>x</sup> 0.09 <sup>x</sup> 0.00 <sup>x</sup> **0.12 <sup>x</sup>** 0.255 ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 a0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004 \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 b0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 b0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.001. \* Indicatessignificant differences between samples according to Cochran's Q test at *p* < ' (berry). In comparison to Asian consumers, the top selected emotions (*p* < 0.05) for the yogurts were: 'smiling face *Foods* **2021**, *10*, 1237 9 of 18 **Table 3.**Cochran'sQ test for emoji terms shown for the two cultural groups (Western consumers, Asian consumers) comparing terms within the culture, and using Fisher's test tocompare terms across cultures. **Western consumers Asian consumers Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values** ns 0.14 <sup>a</sup> 0.21 <sup>a</sup> 0.21 <sup>a</sup> 0.10a **0.14a** 0.14 <sup>a</sup> 0.817 ns 0.12 xy 0.24 <sup>x</sup> 0.12 xy 0.15 xy **0.00 <sup>y</sup>** 0.09 xy 0.087 \* 0.28 ab 0.21 ab 0.24 ab 0.31 ab 0.41 <sup>a</sup> 0.00 <sup>b</sup> 0.007 \*\* 0.15 yz 0.09 <sup>z</sup> 0.42 xy 0.30 xyz 0.52 <sup>x</sup> 0.00 <sup>z</sup> <0.001 ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* 0.00 y0.09 xy 0.00 <sup>y</sup> 0.03 xy 0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15 <sup>x</sup> 0.06 x0.09 <sup>x</sup> 0.00 <sup>x</sup> **0.12 <sup>x</sup>** 0.255 ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004 \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 x0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 y0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 x0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 y0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 ' and 'relieved face \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 y0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences between samples accordingto Cochran's Q test at *p* < 0.001. \* Indicates significant differencesbetween samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. ' (reference); 'relieved face \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.000.00 0.03ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences between samples according to Cochran's Q test at *p* <0.001. \* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.05. ns Indicatesno significant difference between samples according to Cochran's Q test at *p*> 0.05, with 'a' the largestin case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test areindicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may allbenot significant even ifthe overall test is significant. ' (coconut); 'relieved face ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004 \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab0.03 <sup>b</sup> 0.14 ab 0.00b 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00y 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35a 0.00b 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences betweensamples according to Cochran's Q test at *p* < 0.001. \* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. ' and 'smiling face *Foods* **2021**, *10*, 1237 9 of 18 **Table 3.** Cochran's Q test for emoji terms shown for the two cultural groups (Western consumers, Asian consumers) comparing terms within the culture,and using Fisher's test to compare terms across cultures. **Western consumers Asian consumers Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values** ns 0.14 <sup>a</sup> 0.21 <sup>a</sup> 0.21 <sup>a</sup> 0.10a **0.14a** 0.14 <sup>a</sup> 0.817 ns 0.12 xy0.24 <sup>x</sup> 0.12 xy 0.15 xy **0.00 <sup>y</sup>** 0.09 xy 0.087 \* 0.28 ab 0.21 ab 0.24 ab 0.31 ab 0.41 <sup>a</sup> 0.00 <sup>b</sup> 0.007 \*\* 0.15 yz0.09 z0.42 xy 0.30 xyz 0.52 <sup>x</sup> 0.00 <sup>z</sup> <0.001 ns 0.03 <sup>a</sup> 0.03 a0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 a0.10 <sup>a</sup> 0.267 \* 0.00 <sup>y</sup> 0.09 xy0.00 <sup>y</sup> 0.03 xy 0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15 <sup>x</sup> 0.06 <sup>x</sup> 0.09 <sup>x</sup> 0.00 <sup>x</sup> **0.12 <sup>x</sup>** 0.255 ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10a 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004 \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy**0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 ' (drinkable); 'smiling face *Foods* **2021**, *10*, 1237 9 of 18 **Table 3.** Cochran's Q test for emojiterms shown forthe two cultural groups (Western consumers, Asian consumers) comparing terms within the culture, and using Fisher's test to compare terms across cultures. **Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values** ns 0.14 a0.21 <sup>a</sup> 0.21 <sup>a</sup> 0.10a**0.14a** 0.14 <sup>a</sup> 0.817 ns 0.12 xy 0.24 <sup>x</sup> 0.12 xy 0.15 xy **0.00 <sup>y</sup>** 0.09 xy 0.087 \* 0.28 ab 0.21 ab 0.24 ab 0.31 ab 0.41 <sup>a</sup> 0.00 <sup>b</sup> 0.007 \*\* 0.15 yz 0.09 <sup>z</sup> 0.42 xy 0.30 xyz 0.52 <sup>x</sup> 0.00 <sup>z</sup> <0.001 ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* 0.00 <sup>y</sup> 0.09 xy 0.00 <sup>y</sup> 0.03 xy 0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15 <sup>x</sup> 0.06 <sup>x</sup> 0.09 <sup>x</sup> 0.00 <sup>x</sup> **0.12 <sup>x</sup>** 0.255 ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004 \*\* 0.10 ab0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \*0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00b 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 ' (soy); 'smiling face *Foods* **2021**, *10*, 1237 9of 18 **Table 3.** Cochran's Q test foremoji termsshown for the two cultural groups (Western consumers, Asian consumers) comparing terms within the culture, and using Fisher's test to compare terms across cultures. **Western consumers Asian consumers Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values** ns 0.14 <sup>a</sup> 0.21 <sup>a</sup> 0.21 <sup>a</sup> 0.10a **0.14a** 0.14 <sup>a</sup> 0.817 ns 0.12 xy 0.24 <sup>x</sup> 0.12 xy 0.15 xy **0.00 <sup>y</sup>** 0.09 xy 0.087 \* 0.28 ab 0.21 ab 0.24 ab 0.31 ab 0.41 <sup>a</sup> 0.00 <sup>b</sup> 0.007 \*\* 0.15 yz 0.09 <sup>z</sup> 0.42 xy 0.30 xyz 0.52 <sup>x</sup> 0.00 <sup>z</sup> <0.001 ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* 0.00 <sup>y</sup> 0.09 xy 0.00 <sup>y</sup> 0.03 xy 0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15 <sup>x</sup> 0.06 <sup>x</sup> 0.09 <sup>x</sup> 0.00 <sup>x</sup> **0.12 <sup>x</sup>**0.255 ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004 \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 ' and 'savoring delicious food ns 0.14 <sup>a</sup> 0.21 <sup>a</sup> 0.21 <sup>a</sup> 0.10a **0.14a** 0.14 <sup>a</sup> 0.817 ns0.12 xy 0.24x 0.12 xy 0.15 xy **0.00 <sup>y</sup>** 0.09 xy 0.087 \* 0.28 ab 0.21 ab 0.24 ab 0.31 ab 0.41 <sup>a</sup> 0.00 <sup>b</sup> 0.007 \*\* 0.15 yz 0.09z 0.42 xy 0.30 xyz 0.52 <sup>x</sup> 0.00 <sup>z</sup> <0.001 ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* 0.00 <sup>y</sup> 0.09 xy 0.00 <sup>y</sup> 0.03 xy 0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14 ab0.03 b0.07 b0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15x 0.06 <sup>x</sup> 0.09 x0.00 <sup>x</sup> **0.12 <sup>x</sup>** 0.255 ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00y 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004 \*\* 0.10 ab 0.10 ab0.00 b0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 a0.000 \* 0.21 <sup>x</sup> 0.09x 0.03 <sup>x</sup> 0.12 x0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\*0.06y 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 y0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy**0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.001. \* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. ' (cookies); 'fearful \* 0.28 ab 0.21 ab 0.24 ab 0.31 ab 0.41 <sup>a</sup> 0.00 <sup>b</sup> 0.007 \*\* 0.15 yz 0.09 <sup>z</sup> 0.42 xy 0.30 xyz 0.52 <sup>x</sup> 0.00 <sup>z</sup> <0.001 ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* 0.00 <sup>y</sup> 0.09 xy0.00 <sup>y</sup> 0.03 xy0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 b0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15 <sup>x</sup> 0.06 <sup>x</sup> 0.09 <sup>x</sup> 0.00 <sup>x</sup> **0.12 <sup>x</sup>** 0.255 ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004 \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \*0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 y0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.001. \* Indicates significant differencesbetween samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. ' (berry). The reference, drinkable, soy and cookies yogurts were related to positive emojis, whereas berry was related to negative emojis, by both the cultural groups. The emojis 'unamused *Foods* **2021**, *10*, 1237 9 of 18 **Table 3.** Cochran's Q test for emoji terms shown for the two cultural groups (Western consumers, Asian consumers) comparing terms within the culture, and using Fisher's test to compare terms across cultures. **Attributes Reference Coconut Drinkable Soy Cookies Berry***p***‐ValuesAttributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values** ns 0.14 <sup>a</sup> 0.21 <sup>a</sup> 0.21 <sup>a</sup> 0.10a **0.14a** 0.14 <sup>a</sup> 0.817 ns 0.12 xy 0.24 <sup>x</sup> 0.12 xy 0.15 xy **0.00 <sup>y</sup>** 0.09 xy 0.087 \* 0.28 ab 0.21 ab 0.24 ab 0.31 ab 0.41 <sup>a</sup> 0.00 <sup>b</sup> 0.007 \*\* 0.15 yz 0.09 <sup>z</sup> 0.42 xy 0.30 xyz 0.52 <sup>x</sup> 0.00 <sup>z</sup> <0.001 ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* 0.00 <sup>y</sup> 0.09 xy 0.00 <sup>y</sup> 0.03 xy 0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15 <sup>x</sup> 0.06 <sup>x</sup> 0.09 <sup>x</sup> 0.00 <sup>x</sup> **0.12 <sup>x</sup>** 0.255 ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10a 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004 \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ' and 'disappointed **Table 3.** Cochran's Q test for emoji terms shown for the two cultural groups (Western consumers, Asian consumers) comparing terms within the culture, and using Fisher's test to compare terms across cultures. **Western consumers Asian consumers Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values** ns 0.14 <sup>a</sup> 0.21 <sup>a</sup> 0.21 <sup>a</sup> 0.10a **0.14a** 0.14a 0.817 ns 0.12 xy 0.24 <sup>x</sup> 0.12 xy 0.15 xy **0.00 <sup>y</sup>**0.09 xy 0.087 \* 0.28 ab 0.21 ab 0.24 ab 0.31 ab 0.41 <sup>a</sup> 0.00 <sup>b</sup> 0.007 \*\* 0.15 yz 0.09 <sup>z</sup> 0.42 xy 0.30 xyz 0.52 <sup>x</sup> 0.00 <sup>z</sup> <0.001 ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* 0.00 <sup>y</sup> 0.09 xy 0.00 <sup>y</sup> 0.03 xy 0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15 <sup>x</sup> 0.06 <sup>x</sup> 0.09 <sup>x</sup> 0.00 <sup>x</sup> **0.12 <sup>x</sup>** 0.255 ns 0.10a 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10a 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004 \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 ' were similarly rated by both cultures for all the yogurt products. The berry yogurt was chosen to be more 'pensive face *Foods* **2021**, *10*, 1237 9 of 18 **Table 3.** Cochran's Q test for emoji terms shown for the two cultural groups (Western consumers, Asian consumers) comparing terms within the culture, and using Fisher's test to compare terms across cultures. **Western consumers Asian consumers Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values AttributesReference Coconut Drinkable Soy Cookies Berry** *p***‐Values** ns 0.14 <sup>a</sup> 0.21 <sup>a</sup> 0.21 <sup>a</sup> 0.10a **0.14a** 0.14 <sup>a</sup> 0.817 ns 0.12 xy 0.24 <sup>x</sup> 0.12 xy0.15 xy **0.00 <sup>y</sup>** 0.09 xy 0.087 \* 0.28 ab 0.21 ab 0.24 ab 0.31 ab 0.41a 0.00 <sup>b</sup> 0.007 \*\* 0.15 yz 0.09 <sup>z</sup> 0.42 xy 0.30 xyz 0.52x 0.00 <sup>z</sup> <0.001 ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* y0.09 xy 0.00y0.03xy 0.00y 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 b0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06x 0.15 <sup>x</sup> 0.06x 0.09 <sup>x</sup> 0.00x **0.12 <sup>x</sup>** 0.255 ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03xy 0.18x 0.00 <sup>y</sup> 0.004 \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 b0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12x 0.00x 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09xy 0.27x 0.00 <sup>y</sup> 0.001 ' by Western consumers as compared to the Asians, and the cookies yogurt was related to 'relieved face **Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values Attributes Reference Coconut Drinkable Soy Cookies Berry** *p***‐Values** ns 0.14 <sup>a</sup> 0.21 <sup>a</sup> 0.21 <sup>a</sup> 0.10a **0.14a** 0.14 <sup>a</sup> 0.817 ns 0.12 xy 0.24 <sup>x</sup> 0.12 xy 0.15 xy **0.00 <sup>y</sup>** 0.09 xy 0.087 \* 0.28 ab 0.21 ab 0.24 ab 0.31 ab 0.41 <sup>a</sup> 0.00 <sup>b</sup> 0.007 \*\* 0.15 yz 0.09 <sup>z</sup> 0.42 xy 0.30 xyz 0.52 <sup>x</sup> 0.00 <sup>z</sup> <0.001 ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* 0.00 <sup>y</sup> 0.09 xy 0.00 <sup>y</sup> 0.03 xy 0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns <sup>x</sup> 0.15 <sup>x</sup> 0.06 x0.09 <sup>x</sup> 0.00 <sup>x</sup>**0.12 <sup>x</sup>** 0.255 ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004 \*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21x 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001ns 0.28 a0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00b 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07b 0.07 <sup>b</sup> 0.00 b0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a<0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\*Indicates significant differencesbetween samples according to Cochran's Q test at *p*< 0.001. \* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samplesaccording to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ ' more often by Western consumers as compared to Asians, as seen by the Fisher's exact test across cultures.

**Western consumers Asian consumers** 

paired comparisons may all be not significant even if the overall test is significant.

paired comparisons may all be not significant even if the overall test is significant.

0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the

compare terms across cultures.

compare terms across cultures.

\* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001

ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004

ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001

**Western consumers Asian consumers** 

\*\* 0.10 ab 0.10 ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 x0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026

ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004

**Western consumers Asian consumers** 

**Western consumers Asian consumers** 

**Western consumers Asian consumers** 

**Western consumers Asian consumers** 

**Western consumers Asian consumers** 

**Western consumers Asian consumers** 

**Western consumers Asian consumers** 

*Foods* **2021**, *10*, 1237 9 of 18

ns 0.14 <sup>a</sup> 0.21 <sup>a</sup> 0.21 <sup>a</sup> 0.10a **0.14a** 0.14 <sup>a</sup> 0.817 ns 0.12 xy 0.24 <sup>x</sup> 0.12 xy 0.15 xy **0.00 <sup>y</sup>** 0.09 xy 0.087 \* 0.28 ab 0.21 ab 0.24 ab 0.31 ab 0.41 <sup>a</sup> 0.00 <sup>b</sup> 0.007 \*\* 0.15 yz 0.09 <sup>z</sup> 0.42 xy 0.30 xyz 0.52 <sup>x</sup> 0.00 <sup>z</sup> <0.001 ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* 0.00 <sup>y</sup> 0.09 xy 0.00 <sup>y</sup> 0.03 xy 0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15 <sup>x</sup> 0.06 <sup>x</sup> 0.09 <sup>x</sup> 0.00 <sup>x</sup> **0.12 <sup>x</sup>** 0.255 ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004 \*\* 0.10 ab 0.10ab 0.00 <sup>b</sup> 0.03 <sup>b</sup> 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \* 0.21 <sup>x</sup> 0.09 <sup>x</sup> 0.03 <sup>x</sup> 0.12 <sup>x</sup> 0.00 <sup>x</sup> 0.21 <sup>x</sup> 0.026 ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001

ns 0.14 <sup>a</sup> 0.21 <sup>a</sup> 0.21 <sup>a</sup> 0.10a **0.14a** 0.14 <sup>a</sup> 0.817 ns 0.12 xy 0.24 <sup>x</sup> 0.12 xy 0.15 xy **0.00 <sup>y</sup>** 0.09 xy 0.087 \* 0.28 ab 0.21 ab 0.24 ab 0.31 ab 0.41 <sup>a</sup> 0.00 <sup>b</sup> 0.007 \*\* 0.15 yz 0.09 <sup>z</sup> 0.42 xy 0.30 xyz 0.52 <sup>x</sup> 0.00 <sup>z</sup> <0.001 ns 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.03 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.10 <sup>a</sup> 0.267 \* 0.00 <sup>y</sup> 0.09 xy 0.00 <sup>y</sup> 0.03 xy 0.00 <sup>y</sup> 0.18 <sup>x</sup> 0.001 \* 0.07 <sup>b</sup> 0.14 ab 0.03 <sup>b</sup> 0.07 <sup>b</sup> 0.03 <sup>b</sup> **0.35 <sup>a</sup>** 0.001 ns 0.06 <sup>x</sup> 0.15 <sup>x</sup> 0.06 <sup>x</sup> 0.09 <sup>x</sup> 0.00 <sup>x</sup> **0.12 <sup>x</sup>** 0.255 ns 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.00 <sup>a</sup> 0.03 <sup>a</sup> 0.10 <sup>a</sup> 0.00 <sup>a</sup> 0.098 \* 0.03 xy 0.00 <sup>y</sup> 0.03 xy 0.03 xy 0.18 <sup>x</sup> 0.00 <sup>y</sup> 0.004

**Western consumers Asian consumers** 

\*\* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.001. \* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the

**Table 3.** Cochran's Q test for emoji terms shown for the two cultural groups (Western consumers, Asian consumers) comparing terms within the culture, and using Fisher's test to

**Western consumers Asian consumers** 

ns 0.14 <sup>a</sup> 0.21 <sup>a</sup> 0.21 <sup>a</sup> 0.10a **0.14a** 0.14 <sup>a</sup> 0.817 ns 0.12 xy 0.24 <sup>x</sup> 0.12 xy 0.15 xy**0.00 <sup>y</sup>** 0.09 xy 0.087

ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146

**Table 3.** Cochran's Q test for emoji terms shown for thetwo cultural groups (Western consumers, Asian consumers) comparing terms within the culture, and using Fisher's test to

*Foods* **2021**, *10*, 1237 9 of 18

Interestingly, the reference product was related more to positive terms by Western consumers and to neutral terms by Asian consumers. The coconut was linked to more negative emotions by Asian consumers but was intermediate for Western consumers. The term 'common' was not significantly different for the six yogurt products in the case of Western consumers, whereas Asians selected 'common' more often for the reference

A correspondence analysis using a biplot for Western consumers (Figure 1a) indi‐ cated that 82.47% of the variability observed could be attributed to the first two principal components (F1: 62.29%, F2: 20.18%). The berry was more related to the negative terms (nasty, pretentious, deceitful), whereas the reference (guilt‐free, trusted, dependable) and soy (luxury, uplifting, cheerful, artificial) were more related to positive emotions. The drinkable and cookies yogurts were related to more positive and neutral terms ('common', 'basic', 'indifferent', 'luxury', 'cheerful', 'uplifting') and coconut was associ‐ ated with neutral and negative responses ('cheap', 'neutral'). The biplot for Asian con‐ sumers (Figure 1b) similarly indicated that 85.5% of the variability observed could be at‐ tributed to the two principal components for (F1: 63.67%, F2: 21.49%). The berry and co‐ conut yogurts were related to more negative emotion terms ('nasty', 'artificial', 'cheap', 'deceitful'); the reference dairy yogurt was related to neutral emotions ('guilt‐free', 'common', 'neutral') and the cookies yogurt was more associated with positive emotions ('cheerful', 'luxury', 'uplifting'). The drinkable and soy yogurts were very similar to each

0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. \*\* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.001. \* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. \*\* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.001. \* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.001. \* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.001. \* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences between samplesaccording to Cochran's Q testat *p* < 0.001. \* Indicates significant differences between samplesaccording to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' thelargest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicatedby bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 x0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 b0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a<0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55a** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.001. \* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. ns 0.03 <sup>a</sup> **0.21 <sup>a</sup>** 0.21 <sup>a</sup> 0.17 <sup>a</sup> 0.17 <sup>a</sup> 0.00 <sup>a</sup> 0.051 \* 0.09 xy **0.00 <sup>y</sup>** 0.06 <sup>y</sup> 0.09 xy 0.27 <sup>x</sup> 0.00 <sup>y</sup> 0.001 ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 <sup>b</sup> <0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences betweensamples according to Cochran's Q test at *p* < 0.001. \* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.05. ns Indicates no significant difference between samples according to Cochran's Q test at *p* > 0.05, with 'a' the largest in case of Western and 'x' in case of Asian consumers. Signifi‐ cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. ns 0.28 <sup>a</sup> 0.14 <sup>a</sup> 0.24 <sup>a</sup> 0.35 <sup>a</sup> 0.07 <sup>a</sup> 0.10 <sup>a</sup> 0.050 ns 0.15 <sup>x</sup> 0.18 <sup>x</sup> 0.09 <sup>x</sup> 0.18 <sup>x</sup> 0.03 <sup>x</sup> 0.03 <sup>x</sup> 0.146 \*\* 0.00 <sup>b</sup> 0.17 ab 0.03 <sup>b</sup> 0.14 ab 0.00 <sup>b</sup> 0.31 <sup>a</sup> 0.000 \*\* 0.06 <sup>y</sup> 0.15 xy 0.00 <sup>y</sup> 0.09 <sup>y</sup> 0.00 <sup>y</sup> 0.33 <sup>x</sup> <0.001 \* 0.10 ab 0.17 ab 0.24 ab 0.21 ab 0.35 <sup>a</sup> 0.00 <sup>b</sup> 0.005 \*\* 0.06 <sup>y</sup> 0.03 <sup>y</sup> 0.15 <sup>y</sup> 0.09 xy 0.42 <sup>x</sup> 0.00 <sup>y</sup> <0.001 \*\* 0.07 <sup>b</sup> 0.07 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.00 <sup>b</sup> 0.31a <0.001 \*\* 0.06 <sup>y</sup> 0.09 <sup>y</sup> 0.06 <sup>y</sup> 0.06 <sup>y</sup> 0.00 <sup>y</sup> 0.49 <sup>x</sup> <0.001 \* 0.00 0.00 0.03 ab 0.03 ab 0.00 0.17 <sup>b</sup> 0.004 \* 0.06 xy 0.03 <sup>y</sup> 0.03 <sup>y</sup> 0.00 <sup>y</sup> 0.00 <sup>y</sup> 0.21 <sup>x</sup> 0.001 \*\* 0.28 ab 0.07 <sup>b</sup> 0.45 <sup>a</sup> 0.35 ab **0.55 <sup>a</sup>** 0.03 b<0.001 \* 0.18 xy 0.18 xy 0.30 <sup>x</sup> 0.12 xy **0.15 xy** 0.00 <sup>y</sup> 0.014 \*\* Indicates significant differences between samples according to Cochran's Q test at *p* < 0.001. \* Indicates significant differences between samples according to Cochran's Q test at *p* < cant differences between pairs of samples according to Fisher's exact test are indicated by bold terms. Fisher's exact test is generally more conservative than Cochran's Q test, so the paired comparisons may all be not significant even if the overall test is significant. The correspondence analysis biplot for Western consumers (Figure 2a) indicates that 86.93% of the variability observed could be attributed to the first two principal components (F1: 76.42%, F2: 10.51%). Meanwhile, a biplot for Asian consumers (Figure 2b) found that 89.76% variability (F1: 68.94%, F2: 20.83%) could be attributed to these components. Both yogurt products, coconut and berry, were related to more negative emojis by Asian as well as Western consumers, and the cookies was placed in the positive region by both cultural groups. In the case of Western participants, the reference, drinkable and soy yogurts were placed in between the positive and negative emotional areas, whereas Asian participants related the drinkable with positive emojis, and the reference and soy were placed in between the positive and negative regions.

*Foods* **2021**, *10*, 1237

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erence and soy were placed in between the positive and negative regions.

exact test across cultures.

**Figure 2.** Correspondence analysis symmetric plots for emojis comparing for the two cultural groups: (**a**) Western con‐ sumers, (**b**) Asian consumers, with the confidence ellipses showing emojis related to each of the yogurt products. **Figure 2.** Correspondence analysis symmetric plots for emojis comparing for the two cultural groups: (**a**) Western consumers, (**b**) Asian consumers, with the confidence ellipses showing emojis related to each of the yogurt products.
