Emoji alter the perception of emotion in affectively neutral text messages

Abstract

Previous studies of emoji effects on text sentiment demonstrate mixed findings. Further, these studies are limited by confounds, e.g., underlying text sentiment, lack of ecological validity. We considered emoji effects on the emotional valence of affectively neutral English-language text messages. We additionally considered differences across US-American, British, and Danish participants. 217 participants considered screenshots of question-and-response text message exchanges with/without emoji, in a 4 (emoji type: no emoji, negative, neutral, positive) × 3 (nationality: American, British, Danish) mixed-factors design. Cumulative link mixed-effects models demonstrated that messages + negative emoji were rated more-negatively than any other emoji conditions. Responses + positive emoji were rated more-positively than any other emoji condition. Responses + neutral emoji and responses without emoji were perceived as equally emotive. There was no emoji type × nationality interaction, suggesting that emoji effects were consistent across participants. Findings are considered viz linguistic processing, social interactions, education, marketing, and public health interventions.