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Consumer responses toward symmetric versus asymmetric facial expression emojis

Author

Listed:
  • Ganga S. Urumutta Hewage

    (Bryant University)

  • Yue Liu

    (Southern Connecticut State University)

  • Ze Wang

    (University of Central Florida)

  • Huifang Mao

    (Iowa State University)

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.

Suggested Citation

  • Ganga S. Urumutta Hewage & Yue Liu & Ze Wang & Huifang Mao, 2021. "Consumer responses toward symmetric versus asymmetric facial expression emojis," Marketing Letters, Springer, vol. 32(2), pages 219-230, June.
    • Handle: RePEc:kap:mktlet:v:32:y:2021:i:2:d:10.1007_s11002-020-09550-8
    DOI: 10.1007/s11002-020-09550-8
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    References listed on IDEAS

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    4. Pankaj Aggarwal & Ann L. McGill, 2007. "Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 468-479, June.
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    Cited by:

    1. Davide Christian Orazi & Bhoomija Ranjan & Yimin Cheng, 2023. "Non-face emojis in digital marketing: Effects, contingencies, and strategic recommendations," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 570-597, May.
    2. Boman, Laura & Urumutta Hewage, Ganga S. & Hasford, Jonathan, 2023. "Strength in diversity: How incongruent racial cues enhance consumer preferences toward conservative brands," Journal of Business Research, Elsevier, vol. 168(C).

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