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

ABSTRACT: 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 (

SUBMITTER: Jaeger SR 

PROVIDER: S-EPMC8619849 | biostudies-literature | 2021 Nov

REPOSITORIES: biostudies-literature