The New Zealand Institute for Plant & Food Research Limited, 120 Mt Albert Road, Private Bag 92169, Victoria Street West, Auckland, New Zealand.
The New Zealand Institute for Plant & Food Research Limited, 120 Mt Albert Road, Private Bag 92169, Victoria Street West, Auckland, New Zealand.
Food Res Int. 2018 Sep;111:732-747. doi: 10.1016/j.foodres.2018.04.010. Epub 2018 Apr 17.
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.
对食物/饮料刺激物和消费情境的情绪关联的测量提供了超出享乐反应的消费者洞察。本研究的目的是比较表情符号（一种在产品为中心的情感研究中的新方法）和情感词（一种已建立的方法）。重点是问卷调查，这在该研究领域很受欢迎。这些问卷在表情符号/情感词所传达的含义上总体上是可比的，并且长度匹配。在新西兰和中国进行了八项共涉及 1121 名消费者的研究，涉及品尝的食物和书面刺激物。这些研究具有多样性，符合探索性研究策略。虽然表情符号总体上比情感词更具区分性，但研究结果具有高度的研究特异性。当使用具有中等/大样本差异的品尝食物时，表情符号和情感词总体上表现相似，尽管情感词更好地区分了最受欢迎的样本，而表情符号更好地区分了不太受欢迎的样本。当样本更相似时，表情符号通常更具区分性，尽管情感词对于最受欢迎的样本对仍能很好地区分。在中国消费者中，有一些证据表明情感词不太适合描述和区分引起负面情绪的书面刺激物。另一方面，表情符号档案符合预期，这种差异可能与民族文化的影响有关。总的来说，这项研究的结果表明，表情符号问卷可能具有一些优势。然而，它们的多重含义可能是一个障碍。总之，建议从业者不要独立于其他实验因素选择情感问卷方法，而是根据具体情况，对表情符号或情感词问卷做出明智的选择。建议进行其他研究以消除本研究中研究之间的一些差异，以证实本研究的结论。
