Measurement of product emotions using emoji surveys: Case studies with tasted foods and beverages

Jaeger, Sara R.; Lee, Soh Min; Kim, Kwang-Ok; Chheang, Sok L.; Jin, David; Ares, Gastón

doi:10.1016/j.foodqual.2017.05.016

Cited by 77 publications

(53 citation statements)

References 38 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…However, these previous studies used subsets of the most popular and currently available emoji, most of which show facial expressions that have no clear relation to food experiences. Also, the size of these sets (33 emoji: Ares and Jaeger, 2017 ; Jaeger et al, 2017b , 2018a ; Schouteten et al, 2018 ; 25–39 emoji: Jaeger et al, 2017a ; and 50 emoji: Gallo et al, 2017 ) is rather overwhelming and comparable to the large number of words typically used in emotional lexicons to measure emotional associations to food and beverages (e.g., King and Meiselman, 2010 ; Spinelli et al, 2014 ; Nestrud et al, 2016 ). These large set sizes make emoji-based rating or selection procedures quite inefficient.…”

Section: Introductionmentioning

confidence: 99%

“…These large set sizes make emoji-based rating or selection procedures quite inefficient. Sets of emoji were used in both check-all-that-apply (CATA) ( Ares and Jaeger, 2017 ; Jaeger et al, 2017a , b ; Schouteten et al, 2018 ) and rate-all-that-apply (RATA; Ares and Jaeger, 2017 ) questionnaires. In general, these studies found that emoji are capable to discriminate well between hedonically diverse stimuli, while the reproducibility of the emotional profiles was quite high ( Jaeger et al, 2017b ).…”

Section: Introductionmentioning

confidence: 99%

“…For repeated or routine testing in applied settings, selecting emoji from a long list of possible candidates may be a task that is too demanding, and shorter tests are therefore required. The emoji used to measure food-related emotions in previous studies ( Ares and Jaeger, 2017 ; Gallo et al, 2017 ; Jaeger et al, 2017a , b ; Schouteten et al, 2018 ) were not specifically developed for this purpose but were merely selected as the most appropriate ones from the general set of available emoji. As a result, several emoji were obviously out of context and had no relevance for the description food-related affective associations ( Jaeger et al, 2017b ).…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

EmojiGrid: A 2D Pictorial Scale for the Assessment of Food Elicited Emotions

et al. 2018

View full text Add to dashboard Cite

Research on food experience is typically challenged by the way questions are worded. We therefore developed the EmojiGrid: a graphical (language-independent) intuitive self-report tool to measure food-related valence and arousal. In a first experiment participants rated the valence and the arousing quality of 60 food images, using either the EmojiGrid or two independent visual analog scales (VAS). The valence ratings obtained with both tools strongly agree. However, the arousal ratings only agree for pleasant food items, but not for unpleasant ones. Furthermore, the results obtained with the EmojiGrid show the typical universal U-shaped relation between the mean valence and arousal that is commonly observed for a wide range of (visual, auditory, tactile, olfactory) affective stimuli, while the VAS tool yields a positive linear association between valence and arousal. We hypothesized that this disagreement reflects a lack of proper understanding of the arousal concept in the VAS condition. In a second experiment we attempted to clarify the arousal concept by asking participants to rate the valence and intensity of the taste associated with the perceived food items. After this adjustment the VAS and EmojiGrid yielded similar valence and arousal ratings (both showing the universal U-shaped relation between the valence and arousal). A comparison with the results from the first experiment showed that VAS arousal ratings strongly depended on the actual wording used, while EmojiGrid ratings were not affected by the framing of the associated question. This suggests that the EmojiGrid is largely self-explaining and intuitive. To test this hypothesis, we performed a third experiment in which participants rated food images using the EmojiGrid without an associated question, and we compared the results to those of the first two experiments. The EmojiGrid ratings obtained in all three experiments closely agree. We conclude that the EmojiGrid appears to be a valid and intuitive affective self-report tool that does not rely on written instructions and that can efficiently be used to measure food-related emotions.

show abstract

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

EmojiGrid: A 2D Pictorial Scale for the Assessment of Food Elicited Emotions

et al. 2018

View full text Add to dashboard Cite

show abstract

“…With the dearth of available, acceptable methods for this type of research, less traditional mediums are being explored. One example of this is the use of emojis to record reactions to consumer products; there is a growing number of examples showcasing the capabilities of research with emojis in both adults and children (Gallo, Swaney‐Stueve, & Chambers, , ; Jaeger & Ares, ; Jaeger, Lee, et al, ; Jaeger, Vidal, Kam, & Ares, ; Schouteten, Verwaeren, Lagast, Gellynck, & De Steur, ; Schouteten, Verwaeren, Gellynck, & Almli, ; Swaney‐Stueve, Jepsen, & Deubler, ; Vidal, Ares, & Jaeger, ). As these new methods become available, it is critical they are tested for validity across age groups.…”

Section: Introductionmentioning

confidence: 99%

“…Schouteten, Vanwaeren, Lagast, et al () had 149 children (mean age of 12 years old) evaluate speculoos cookies for overall acceptance and emotional response. Overall acceptance was measured with a 9‐point hedonic scale while emotional response was measured using a CATA approach with 33 emojis used in prior studies (Jaeger, Lee, et al, ). This research showed emojis were able to discriminate across stimuli creating distinct emotional profiles (Schouteten, Vanwaeren, Lagast, et al, ); the results were similar to the follow‐up study conducted by Schouteten, Verwaeren, Gellynck, et al ().…”

Section: Introductionmentioning

confidence: 99%

The K‐State emoji scale

Deubler

Swaney‐Stueve

Jepsen

et al. 2019

Journal of Sensory Studies

View full text Add to dashboard Cite

There has been a surfeit of work on the use of emojis in consumer research methodologies; the intent of this present research was to develop and validate a new emoji-based scale for measuring consumers' emotional response to products. In Phase 1, children ages 8-11 in the United States and China were asked to evaluate written food and situational stimuli using one of two emoji scale prototypes and the Peryam & Kroll (P&K) scale (super good/super bad). One prototype, the K-State emoji scale, performed significantly better than the other based on its stimuli discrimination and participant understanding and was chosen for further research. In Phase 2, the same demographic was asked to taste and evaluate flavored potato chip samples using both the K-State emoji scale and P&K scale. Participants in each country used the emoji scale in a similar manner and the scale was able to adequately discriminate across all stimuli. The results demonstrated the K-State emoji scale is valid in the United States and China and is suitable for measuring children's emotional response to products. Practical applicationsThe K-State emoji scale is a 7-point scale made of yellow-face emojis ranging from positive to negative valence. The scale is intended to measure simple emotional response to products from consumers, specifically children. The visual scale is easy to use and simple to understand with potential application opportunities globally. This method is open-source; to obtain digital

show abstract