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The K‐State emoji scale
Author(s) -
Deubler Grace,
SwaneyStueve Marianne,
Jepsen Tegan,
SuFern Belinda P.
Publication year - 2020
Publication title -
journal of sensory studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.61
H-Index - 53
eISSN - 1745-459X
pISSN - 0887-8250
DOI - 10.1111/joss.12545
Subject(s) - emoji , scale (ratio) , situational ethics , psychology , valence (chemistry) , applied psychology , computer science , social psychology , world wide web , geography , social media , physics , cartography , quantum mechanics
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 applications The 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 copies of the scale, please contact Dr. Marianne Swaney‐Stueve at Kansas State University ( marianness@ksu.edu ).