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The K‐State emoji scale, a cross‐cultural validation with adults
Author(s) -
Deubler Grace,
SwaneyStueve Marianne
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.12573
Subject(s) - emoji , scale (ratio) , psychology , state (computer science) , computer science , social psychology , social media , geography , world wide web , cartography , algorithm
The continued interest in emoji as a medium for measuring emotional response and the need for scales appropriate for cross‐cultural research were the drivers for this study. Experiments using 299 flavored potato chip consumers in the US and China were conducted to understand the suitability of the K‐State emoji scale for measuring emotional response to food products. Adults in each country were asked to evaluate flavored potato chips using a traditional nine‐point hedonic scale and the K‐State emoji scale. The K‐State emoji scale was found to be as equally discriminating as the nine‐point scale, and the scoring from the two scales followed similar distribution patterns and were highly correlated. When asked about the K‐State emoji scale's appropriateness, a significantly higher number of participants in China felt it was “appropriate” or “very appropriate” for the task compared to participants in the US. The findings presented here suggest the K‐State emoji scale is applicable in both countries, however, may be more suitable for the Chinese adult consumer. Practical Application The K‐State emoji scale is a suitable method for measuring emotion response to consumer products. It has been validated with children and adults in the US and China. The scale is intuitive, visual, and easy to use. The K‐State emoji scale is free to use.