Jaeger Sara R, Jin David, Ryan Grace S, Schouteten Joachim J
The New Zealand Institute for Plant and Food Research Limited, Mt Albert Research Centre, Private Bag 92169, Auckland 1142, New Zealand.
Department of Agricultural Economics, Ghent University, Coupure Links 653, 9000 Gent, Belgium.
Foods. 2021 Nov 22;10(11):2880. doi: 10.3390/foods10112880.
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.
有人认为表情符号在情感研究方面具有巨大潜力，但目前其应用仍面临困难，部分原因是人们对其含义缺乏了解。本研究纳入了24个表情符号（14个面部表情符号、10个非面部表情符号），新西兰的165名消费者和英国的861名消费者依据人类情感的PAD模型（愉悦 - 唤醒 - 支配）对这些表情符号进行了特征描述。两国的研究结果非常相似，进一步证明了表情符号适用于跨文化研究。虽然在PAD模型的每个维度上表情符号之间都存在显著差异，但平均得分在愉悦维度（从积极到消极）上差异最大，其次是唤醒维度（从激活到未激活），最后是支配维度（从主导到顺从）。该研究还直接测量了这24个表情符号在用于食品和饮料方面的感知适宜性。在两项研究中，品尝食物的表情符号脸、鼓掌的手和彩纸炮在食品和饮料情境中适宜性最高的表情符号中位列前五，与拒绝相关的强烈负面表情（研究1：呕吐的脸；研究2：作呕的脸）也是如此。另一方面，在两项研究中，“zzz”和迎面而来的拳头表情符号被认为最不适用于食品和饮料情境。同样，英国和新西兰的研究结果高度一致，确定了在与食品相关的消费者研究中最适合和最不适合使用的类似表情符号类别。
