Emoji for Food and Beverage Research: Pleasure, Arousal and Dominance Meanings and Appropriateness for Use

Emoji have been argued to have considerable potential for emotion research but are struggling with uptake in part because knowledge about their meaning is lacking. The present research included 24 emoji (14 facial, 10 non-facial) which were characterized using the PAD model (Pleasure-Arousal-Dominan...

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Autores principales:	Sara R. Jaeger, David Jin, Grace S. Ryan, Joachim J. Schouteten
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	emoji emotions pleasure arousal dominance PAD model Chemical technology TP1-1185
Acceso en línea:	https://doaj.org/article/b9a7ea6264fb4d68b82dda6f5f637b2a
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spelling	oai:doaj.org-article:b9a7ea6264fb4d68b82dda6f5f637b2a2021-11-25T17:36:52ZEmoji for Food and Beverage Research: Pleasure, Arousal and Dominance Meanings and Appropriateness for Use10.3390/foods101128802304-8158https://doaj.org/article/b9a7ea6264fb4d68b82dda6f5f637b2a2021-11-01T00:00:00Zhttps://www.mdpi.com/2304-8158/10/11/2880https://doaj.org/toc/2304-8158Emoji have been argued to have considerable potential for emotion research but are struggling with uptake in part because knowledge about their meaning is lacking. The present research included 24 emoji (14 facial, 10 non-facial) which were characterized using the PAD model (Pleasure-Arousal-Dominance) of human affect by 165 consumers in New Zealand and 861 consumers in the UK. The results from the two countries were remarkably similar and contributed further evidence that emoji are suitable for cross-cultural research. While significant differences between the emoji were established for each of the PAD dimensions, the mean scores differed most on the Pleasure dimension (positive to negative), then on the Arousal dimension (activated to deactivated), and lastly on the Dominance dimension (dominance to submissive). The research also directly measured the perceived appropriateness of the 24 emoji for use with foods and beverages. The emoji face savoring food, clapping hands and party popper were in the top-5 for the highest appropriateness in food and beverage context for both studies, as was a strong negative expression linked to rejection (Study 1: face vomiting; Study 2: nauseated face). On the other hand, zzz and oncoming fist were considered as the least appropriate to be used in a food and beverage context in both studies. Again, the results from the UK and NZ were in good agreement and identified similar groups of emoji as most and least suitable for food-related consumer research.Sara R. JaegerDavid JinGrace S. RyanJoachim J. SchoutetenMDPI AGarticleemojiemotionspleasurearousaldominancePAD modelChemical technologyTP1-1185ENFoods, Vol 10, Iss 2880, p 2880 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	emoji emotions pleasure arousal dominance PAD model Chemical technology TP1-1185
spellingShingle	emoji emotions pleasure arousal dominance PAD model Chemical technology TP1-1185 Sara R. Jaeger David Jin Grace S. Ryan Joachim J. Schouteten Emoji for Food and Beverage Research: Pleasure, Arousal and Dominance Meanings and Appropriateness for Use
description	Emoji have been argued to have considerable potential for emotion research but are struggling with uptake in part because knowledge about their meaning is lacking. The present research included 24 emoji (14 facial, 10 non-facial) which were characterized using the PAD model (Pleasure-Arousal-Dominance) of human affect by 165 consumers in New Zealand and 861 consumers in the UK. The results from the two countries were remarkably similar and contributed further evidence that emoji are suitable for cross-cultural research. While significant differences between the emoji were established for each of the PAD dimensions, the mean scores differed most on the Pleasure dimension (positive to negative), then on the Arousal dimension (activated to deactivated), and lastly on the Dominance dimension (dominance to submissive). The research also directly measured the perceived appropriateness of the 24 emoji for use with foods and beverages. The emoji face savoring food, clapping hands and party popper were in the top-5 for the highest appropriateness in food and beverage context for both studies, as was a strong negative expression linked to rejection (Study 1: face vomiting; Study 2: nauseated face). On the other hand, zzz and oncoming fist were considered as the least appropriate to be used in a food and beverage context in both studies. Again, the results from the UK and NZ were in good agreement and identified similar groups of emoji as most and least suitable for food-related consumer research.
format	article
author	Sara R. Jaeger David Jin Grace S. Ryan Joachim J. Schouteten
author_facet	Sara R. Jaeger David Jin Grace S. Ryan Joachim J. Schouteten
author_sort	Sara R. Jaeger
title	Emoji for Food and Beverage Research: Pleasure, Arousal and Dominance Meanings and Appropriateness for Use
title_short	Emoji for Food and Beverage Research: Pleasure, Arousal and Dominance Meanings and Appropriateness for Use
title_full	Emoji for Food and Beverage Research: Pleasure, Arousal and Dominance Meanings and Appropriateness for Use
title_fullStr	Emoji for Food and Beverage Research: Pleasure, Arousal and Dominance Meanings and Appropriateness for Use
title_full_unstemmed	Emoji for Food and Beverage Research: Pleasure, Arousal and Dominance Meanings and Appropriateness for Use
title_sort	emoji for food and beverage research: pleasure, arousal and dominance meanings and appropriateness for use
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/b9a7ea6264fb4d68b82dda6f5f637b2a
work_keys_str_mv	AT sararjaeger emojiforfoodandbeverageresearchpleasurearousalanddominancemeaningsandappropriatenessforuse AT davidjin emojiforfoodandbeverageresearchpleasurearousalanddominancemeaningsandappropriatenessforuse AT gracesryan emojiforfoodandbeverageresearchpleasurearousalanddominancemeaningsandappropriatenessforuse AT joachimjschouteten emojiforfoodandbeverageresearchpleasurearousalanddominancemeaningsandappropriatenessforuse
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Emoji for Food and Beverage Research: Pleasure, Arousal and Dominance Meanings and Appropriateness for Use

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