What’s in a “Happy” Meal? The Effects of Smiley Faces in Restaurant Logos on Price and Healthfulness Perceptions

Abell, Annika; Smith, Leah Warfield; Biswas, Dipayan

doi:10.1080/00913367.2022.2090465

Cited by 4 publications

(3 citation statements)

References 45 publications

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“…The findings contribute to understanding how emojis can successfully enhance social presence or when they backfire. Although recent studies have highlighted the important role of emojis in consumer‐company interactions (e.g., Abell et al, 2022; Jiang et al, 2019), this topic has received scant attention in marketing research. Prior work on emojis has mainly centered around social perceptions of warmth and competence (Riordan & Glikson, 2020; Smith & Rose, 2020), consumer engagement (McShane et al, 2021), or the effectiveness of emojis in advertising (Das et al, 2019).…”

Section: Discussionmentioning

confidence: 99%

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Emojis as heuristic cues: The multifaceted role of emojis in online service interactions

Shuqair,

Pinto,

Herter

et al. 2024

J of Consumer Behaviour

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Recent technological advances have allowed businesses to adopt emojis when interacting with consumers. To gain in‐depth theoretical and managerial insight into this trend, five pre‐registered studies (1 field observation and four controlled experiments) indicate that emojis in digital communication work as heuristic cues that might have a differential effect depending on elaboration likelihood and outcome valence. Drawing on the Heuristic Information Processing and elaboration likelihood model, this research reveals that emojis can systematically influence consumers' elaboration. Findings indicate that low elaboration in positive encounters results in a positive heuristic cue boost (emojis improve customer evaluation). In turn, high elaboration on negative service outcomes makes the heuristic content relevant, such that positive (vs. negative) emojis will bring attention to and reinforce the interaction's positive (vs. negative) aspects. This research contributes to emerging studies on the role of emojis in digital communication.

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Section: Discussionmentioning

confidence: 99%

mentioning

confidence: 99%

Emojis as heuristic cues: The multifaceted role of emojis in online service interactions

Shuqair,

Pinto,

Herter

et al. 2024

J of Consumer Behaviour

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“…Thus, future studies should investigate the interaction between visual and textual cues. Furthermore, as emojis communicate low or high brand status (Chen et al, 2020), researchers should examine how different types of emojis (e.g., face vs. nonface, smiley vs. nonsmiley) (Orazi et al, 2023; Abell et al, 2022) may influence consumers' evaluations of unconventional packaging messages for impulsive product purchases. As such, future research should examine the effect of different types of emojis on consumer evaluations of unconventional packaging messages.…”

Section: Discussionmentioning

confidence: 99%

Being unconventional: The impact of unconventional packaging messages on impulsive purchases

Das

Balaji

Paul

et al. 2023

Psychology and Marketing

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The visual and textual elements of packaging significantly impact consumer product evaluations. This study examines how unconventional packaging messages—a textual packaging element—influence impulsive product purchases. We also investigate the mediating role of curiosity and the moderating role of emoji (i.e., a visual packaging element). We conduct five studies to test the proposed hypotheses. The findings reveal that unconventional packaging messages are more effective for impulsive products than for planned purchases. Furthermore, unconventional packaging messages increase both healthy and nonhealthy impulsive product purchases. We find that consumer curiosity explains the enhanced impulsive product purchasing when unconventional packaging messages are used. When unconventional packaging messages are employed for impulsive products, the use of emojis increases customer curiosity. The results extend an understanding of unconventional elements in consumer evaluations of products and inform packaging and marketing strategies regarding how to promote impulsive product purchases in competitive markets.

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Let’s face it: When and how facial emojis increase the persuasiveness of electronic word of mouth

Maiberger

Schindler

Koschate‐Fischer

2023

J. of the Acad. Mark. Sci.

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Facial emojis have increasingly permeated electronic word of mouth (eWOM), but the persuasive consequences of this phenomenon remain unclear. Drawing on emotions as social information (EASI) theory, this research reveals that facial emojis influence persuasion (e.g., product choice) by affecting emotional arousal and perceived ambiguity. While the effect through emotional arousal is generally positive, the effect through ambiguity depends on the emojis’ function in eWOM: facial emojis that replace a verbal expression increase ambiguity and therefore reduce persuasion, whereas those that reiterate a verbal expression decrease ambiguity and therefore enhance persuasion. Both the emotional-arousal and ambiguity pathways determine the net persuasive effect. This research also explores two situations (high verbal context richness and eWOM from strong ties) where replacing facial emojis can increase persuasion. Finally, the authors show that facial emojis’ persuasive power is generalizable to online brand communications, influencing key management outcomes such as click-through rates for digital ads.

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What’s in a “Happy” Meal? The Effects of Smiley Faces in Restaurant Logos on Price and Healthfulness Perceptions

Cited by 4 publications

References 45 publications

Emojis as heuristic cues: The multifaceted role of emojis in online service interactions

Emojis as heuristic cues: The multifaceted role of emojis in online service interactions

Being unconventional: The impact of unconventional packaging messages on impulsive purchases

Let’s face it: When and how facial emojis increase the persuasiveness of electronic word of mouth

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