{"id":1119,"date":"2022-02-14T02:52:54","date_gmt":"2022-02-14T02:52:54","guid":{"rendered":"https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/?p=1119"},"modified":"2022-02-14T02:54:37","modified_gmt":"2022-02-14T02:54:37","slug":"using-emoji-to-measure-consumer-liking-for-food","status":"publish","type":"post","link":"https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/2022\/02\/14\/using-emoji-to-measure-consumer-liking-for-food\/","title":{"rendered":"Using emoji to measure consumer liking for food"},"content":{"rendered":"\n
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Have you ever been asked to take part in a survey about a new food product? You were probably asked to rate how much you liked the product along a word-based scale? With today\u2019s widespread use of emoji we wondered if selecting emoji might work just as well.<\/p>\n<\/div>\n\n\n\n

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Liking for food is traditionally measured using a 9-point liking scale<\/h2>\n\n\n\n

The nine-point liking scale is a widely used tool in consumer research. For use with children or clinical populations the words are replaced with drawings of faces. An illustrated version of the scale works in all languages and for people who are unable to read.<\/p>\n\n\n\n

\"Traditional
Traditional 9-point liking scale<\/em><\/figcaption><\/figure>\n\n\n\n

Emojis are used widely in everyday communication <\/h2>\n\n\n\n

Recently, researchers have studied the use of emoji as an alternative to word-based responses in consumer research.<\/p>\n\n\n\n

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EmojiTracker; this tool captures real time emoji usage on Twitter<\/em><\/figcaption><\/figure>\n\n\n\n

Emoji are widely used by people in everyday communication, especially in social media. This familiarity with emoji for expressing feelings may mean they can provide more or equally accurate measures as word-based responses to product experiences. To date, the use of emoji to measure consumer responses to foods is limited.<\/p>\n\n\n\n

Our study<\/h2>\n\n\n\n

We conducted a study to determine whether we can use emoji to measure how consumers react to foods. The study included:<\/p>\n\n\n\n

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