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Comparing a standardized to a product-specific emoji list for evaluating food products by children

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Abstract
There is a growing interest in the emotional associations of children to food products in order to better understand their preferences. Recently, emoji were suggested as a novel way to assess these emotional associations. In this study, 172 children aged 8-11 years evaluated the emotional profile of five biscuits in a check-all-that-apply task, where half of the subjects (n = 87) evaluated the applicability of 38 emoji obtained from a stardardized emoji list, while the other half (n = 85) worked with 20 emoji from a product-specific emoji list. A similar average number of emoji were used by the participants for the emotional profiling of the samples in both approaches. Results showed that the product-specific emoji list was better able to discriminate between product samples compared to the standardized emoji list. Several emoji were even discriminating between similarly liked samples when using a product-specific emoji list, while only one emoji was able to discriminate between equally-liked samples when using a standardized emoji list. Both approaches produced similar emotional spaces and product configurations, although one needs to consider that the first dimension of the correspondence analysis for the product-specific emoji list explained over 90% of the total variance against 60% for the standardized list. While more research is recommended, this study indicates that a product-specific emoji list could facilitate the emotional product discrimination by children.
Keywords
Child, Biscuit, Emoji, Check-all-that-apply (CATA), Hedonic, EMOTIONAL RESPONSES, CONSUMER, PERCEPTION, LIKING, BLIND, MOOD

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Chicago
Schouteten, Joachim, Jan Verwaeren, Xavier Gellynck, and Valérie L Almli. 2019. “Comparing a Standardized to a Product-specific Emoji List for Evaluating Food Products by Children.” Food Quality and Preference 72: 86–97.
APA
Schouteten, J., Verwaeren, J., Gellynck, X., & Almli, V. L. (2019). Comparing a standardized to a product-specific emoji list for evaluating food products by children. FOOD QUALITY AND PREFERENCE, 72, 86–97.
Vancouver
1.
Schouteten J, Verwaeren J, Gellynck X, Almli VL. Comparing a standardized to a product-specific emoji list for evaluating food products by children. FOOD QUALITY AND PREFERENCE. 2019;72:86–97.
MLA
Schouteten, Joachim, Jan Verwaeren, Xavier Gellynck, et al. “Comparing a Standardized to a Product-specific Emoji List for Evaluating Food Products by Children.” FOOD QUALITY AND PREFERENCE 72 (2019): 86–97. Print.
@article{8577307,
  abstract     = {There is a growing interest in the emotional associations of children to food products in order to better understand their preferences. Recently, emoji were suggested as a novel way to assess these emotional associations. In this study, 172 children aged 8-11 years evaluated the emotional profile of five biscuits in a check-all-that-apply task, where half of the subjects (n = 87) evaluated the applicability of 38 emoji obtained from a stardardized emoji list, while the other half (n = 85) worked with 20 emoji from a product-specific emoji list. A similar average number of emoji were used by the participants for the emotional profiling of the samples in both approaches. Results showed that the product-specific emoji list was better able to discriminate between product samples compared to the standardized emoji list. Several emoji were even discriminating between similarly liked samples when using a product-specific emoji list, while only one emoji was able to discriminate between equally-liked samples when using a standardized emoji list. Both approaches produced similar emotional spaces and product configurations, although one needs to consider that the first dimension of the correspondence analysis for the product-specific emoji list explained over 90\% of the total variance against 60\% for the standardized list. While more research is recommended, this study indicates that a product-specific emoji list could facilitate the emotional product discrimination by children.},
  author       = {Schouteten, Joachim and Verwaeren, Jan and Gellynck, Xavier and Almli, Val{\'e}rie L},
  issn         = {0950-3293},
  journal      = {FOOD QUALITY AND PREFERENCE},
  language     = {eng},
  pages        = {86--97},
  title        = {Comparing a standardized to a product-specific emoji list for evaluating food products by children},
  url          = {http://dx.doi.org/10.1016/j.foodqual.2018.09.007},
  volume       = {72},
  year         = {2019},
}

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