The emoji scale: A facial scale for the 21st century

Swaney‐Stueve, Marianne; Jepsen, Tegan; Deubler, Grace

doi:10.1016/j.foodqual.2018.03.002

Cited by 53 publications

(43 citation statements)

References 20 publications

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“…A strong correlation between overall liking and emotional valence (positive to negative) was also reported (Schouteten, Vanwaeren, Lagast, et al, ; Schouteten, Verwaeren, Gellynck, et al, ). This trend is congruent with the findings of Swaney‐Stueve et al ().…”

Section: Introductionsupporting

confidence: 93%

“…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%

“…Recently, Swaney‐Stueve et al () presented a 7‐point emoji‐based scale, that is, suitable for measuring consumers' emotional response to products (Figure ). The scale was validated with children, ages 8–11, in the United States using written food and situational stimuli.…”

Section: Introductionmentioning

confidence: 99%

“…The emoji scale was compared to the P&K scale and was determined to be an alternative to traditional hedonic methods. Scale development, justification, and further information on the emoji and P&K scale are summarized by Swaney‐Stueve et al (). The method was promising and relevant, however, the researchers found it challenging to perform and publish research due to the strict permissions needed to use the emoji.…”

Section: Introductionmentioning

confidence: 99%

“…The purpose of the current research was to create a comparable emoji scale to Swaney‐Stueve et al () that could be used to measure children's emotional response to products without the restrictions or risk from using trademarked images. Children, ages 8–11, in the United States and China assessed different written and tasted stimuli using an updated emoji‐based scale and the P&K (super good/super bad) scale.…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

The K‐State emoji scale

Deubler

Swaney‐Stueve

Jepsen

et al. 2019

Journal of Sensory Studies

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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

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Section: Introductionsupporting

confidence: 93%