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

Dublin Core

Título

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

Tema

COMPORTAMIENTO DEL CONSUMIDOR
CHINA
MEDICION DE LA EMOCION
METODOS DE BUSQUEDAS
EMOTICONES
BIBLIOGRAFIA NACIONAL QUIMICA
2018

Abstract

Measurement of emotional associations to food/beverage stimuli and consumption situations provide consumer insights that extend beyond hedonic responses. The aim of this research was to compare emoji, a novel approach in product-focused emotion research, with emotion words, an established approach. Focus was directed to questionnaires, which are popular in this field of research. The questionnaires were overall comparable in the meanings conveyed by the emoji/emotion words, and matched for length. Eight studies with a total of 1121 consumers in New Zealand and China were conducted with tasted foods and written stimuli. The studies were diverse and compatible with an explorative research strategy. While emoji, overall, were more discriminative than emotion words, the findings were highly study specific. When tasted foods with medium/large sample differences were used, emoji and emotion words showed similar performance overall, although emotion words better discriminated between the most liked samples and emoji better discriminated between the lesser liked samples. When samples were more similar, emoji generally were more discriminative, although emotion words still discriminated well for the pairs of most liked samples. Among Chinese consumers, there was some evidence to suggest less suitability of emotion words to characterise and discriminate written stimuli that elicited negative emotions. Emoji profiles, on the other hand, fitted expectations, and this difference could be linked to the influence of national culture. Taken together, the results from this research suggest that emoji questionnaires can have some advantages. However, their multiple meanings can be an obstacle. Overall, practitioners are advised to not select emotion questionnaire method independently from other experimental factors, but make an informed study-specific decision as to the choice of emoji or emotion word questionnaires. Additional research that eliminate some of the differences between the studies in this research are recommended to corroborate the present conclusions.

Autor

Jaeger, Sara R
Roigard, Christina M.

Editor

Elsevier

Fecha

2018

Derechos

Información sobre Derechos de Autor

(Por favor lea este aviso antes de abrir los documentos u objetos)

La legislación uruguaya protege el derecho de autor sobre toda creación literaria, científica o artística, tanto en lo que tiene que ver con sus derechos morales, como en lo referente a los derechos patrimoniales con sujeción a lo establecido por el derecho común y las siguientes leyes (LEY 9.739 DE 17 DE DICIEMBRE DE 1937 SOBRE PROPIEDAD LITERARIA Y ARTISTICA CON LAS MODIFICACIONES INTRODUCIDAS POR LA LEY DE DERECHO DE AUTOR Y DERECHOS CONEXOS No. 17.616 DE 10 DE ENERO DE 2003, LEY 17.805 DE 26 DE AGOSTO DE 2004, LEY 18.046 DE 24 DE OCTUBRE DE 2006)

ADVERTENCIA - La consulta de este documento queda condicionada a la aceptación de las siguientes condiciones de uso: Este documento es únicamente para usos privados enmarcados en actividades de investigación y docencia. No se autoriza su reproducción con fines de lucro. Esta reserva de derechos afecta tanto los datos del documento como a sus contenidos. En la utilización o cita de partes debe indicarse el nombre de la persona autora.

Formato

PDF

Idioma

Inglés

Tipo

Artículo

Identificador

DOI: 10.1016/j.foodres.2018.04.010
Fecha de agregación
August 14, 2018
Etiquetas
, , , ,
Citación
Jaeger, Sara R, “Measuring consumers' product associations with emoji and emotion word questionnaires : case studies with tasted foods and written stimuli,” RIQUIM - Repositorio Institucional de la Facultad de Química - UdelaR, accessed December 6, 2021, http://riquim.fq.edu.uy/items/show/5063.
Archivos