ISSN 0439-755X
CN 11-1911/B

中国科学院心理研究所

• 研究报告 •

### 愤怒emoji位置对发送者愤怒感知的影响

1. 1天津理工大学管理学院, 天津 300384
2首都经济贸易大学工商管理学院, 北京 100070
• 收稿日期:2020-09-16 出版日期:2021-10-25 发布日期:2021-08-23
• 通讯作者: 武瑞娟 E-mail:jennie0212@sina.com
• 基金资助:
国家自然科学基金面上项目(71672124)

### The effect of the angry emoji position on consumers’ perception of the sender’s anger

WU Ruijuan1(), CHEN Jiuqi1, LI Yan2

1. 1School of Management, Tianjin University of Technology, Tianjin 300384, China
• Received:2020-09-16 Online:2021-10-25 Published:2021-08-23
• Contact: WU Ruijuan E-mail:jennie0212@sina.com

emoji自出现以来在世界范围内受到广泛欢迎。研究关注消费者评论中的emoji, 并着重探讨负面消费者评论中, 愤怒emoji如何影响消费者对发送者愤怒感知。研究共进行了3个实验室实验, 研究结果表明: (1)与句尾愤怒emoji相比, 句中愤怒emoji会使人们感到发送者更强的愤怒; (2)在愤怒emoji位置与对发送者愤怒感知关系中, 愤怒emoji位置突出感知和情感加强感知承担连续中介角色; (3)文字评论极性调节了愤怒emoji位置对发送者愤怒感知的影响作用。

Abstract:

Emoji are widely adopted in smartphones, for input methods, and on social networks. As ubiquitous characters, emoji transcend linguistic borders and are gaining worldwide popularity. The purpose of this paper is to examine the effect of the position of the angry emoji in negative online consumer reviews on the consumers’ perceptions of the sender’s anger. The present study first proposed the main location effect of the position of the angry emoji on the consumers’ perception of the sender’s anger. That is, compared with the angry emoji at the end of a sentence, the angry emoji in the middle of a sentence led to a stronger perception of anger. Based on visual information processing of the location effect, the current research proposed that the position salience perception and the sentiment-strengthening perception of the angry emoji serially mediated the above main effect. Further, we hypothesized that word review extremity moderated the effect of the position of the angry emoji on the consumers’ perceptions of the sender’s anger.
For this paper, we conducted one eye-tracking experiment and three laboratory experiments. In Study 1, we conducted a pretest, which was the eye-tracking experiment. The product used in the pretest was a thermos mug. Study 1 was a 3 (one emoji at the end of a sentence vs. one in the middle of a sentence vs. no emoji) × 2 (feature description: feature one precedes feature two vs. feature two precedes feature one) between-subjects design. The product used in Study 1 was a laptop. Study 2 was a 2 (the position of the angry emoji at the end vs. in the middle of a sentence) × 2 (feature description: feature one precedes feature two vs. feature two precedes feature one) between-subjects design. Study 2 used a gel-ink pen refill as the target product. In Study 2, we measured the consumers’ perceptions of the sender’s anger, the angry emoji sentiment-strengthening perception, and the position salience perception created by the angry emoji. Study 3 was a 2 (the position of the angry emoji at the end vs. in the middle of a sentence) × 2 (word review extremity: moderate vs. extreme) between-subjects design. Study 3 used a coat as the target product.
The results of the pretest demonstrated the effectiveness of visual information processing on the location effect. The position of the angry emoji influenced the participants’ attention. The angry emoji in the middle of a sentence led to higher fixation counts and longer fixation durations. The results of Study 1 demonstrated the main effect in this paper, which was that an angry emoji in the middle of a sentence led to a stronger perception of the sender’s anger than did an angry emoji at the end of a sentence. The results of Study 2 replicated the results of Study 1 and tested the serial-mediating roles of the position salience perception and the sentiment- strengthening perception of the angry emoji. The results of Study 3 replicated the results of Study 2 and tested the moderating role of word review extremity in the relationship between the position of the angry emoji and the consumers’ perception of the sender’s anger. When we considered the extreme word review, the influence of the position of the angry emoji on the sender’s perception of anger was not significant; however, when we considered the moderate word review, the angry emoji in the middle of a sentence significantly enhanced the consumers’ perception of the sender’s anger.
The current research extended the extant literature in several dimensions. First, it supplemented the literature in the field of marketing on the effects of the emoji on consumers’ responses. Second, it supplemented the literature of application contexts and the influence of the location effect. Third, the present research provided empirical evidence for emoji functions. Fourth, the present study supplemented the literature of online consumer reviews.