Consumer responses toward symmetric versus asymmetric facial expression emojis

Ganga S. Urumutta Hewage (), Yue Liu (), Ze Wang () and Huifang Mao ()
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Ganga S. Urumutta Hewage: Bryant University
Yue Liu: Southern Connecticut State University
Ze Wang: University of Central Florida
Huifang Mao: Iowa State University

Marketing Letters, 2021, vol. 32, issue 2, No 7, 219-230

Abstract: Abstract Facial expression emojis are commonly used in digital communications and marketing campaigns. However, it is less known how the design of emojis may affect consumer responses. To address this gap, this research examines the impact of emojis’ facial asymmetry levels on consumer judgments. Findings across four studies demonstrate that compared with their symmetric counterparts, asymmetric facial expression emojis are more likely to receive favorable consumer evaluations. This effect is driven by perceptions of human expression resemblance and emotional expression strength and tends to be more prominent among consumers with a higher level of emotional sensitivity. Moreover, marketing messages including an asymmetric (vs. a symmetric) emoji are more likely to generate positive consumer responses.

Keywords: Emojis; Facial symmetry; Human expression resemblance; Emotional expression strength (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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DOI: 10.1007/s11002-020-09550-8

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