Product involvement and consumer food-elicited emotional associations: Insights from emoji questionnaires

Individual differences in food-related consumer behaviour are well documented, but lack thorough exploration in relation to product-elicited emotional associations. In this research, focus is directed to product involvement as a factor that modulates emotional associations to tasted products (dried fruit, n = 4) and written descriptions of consumption situations (drinking red wine, cooking dinner using seafood). Emoji questionnaires were used (as check-all-that-apply questions: CATA), and across two studies with consumers in New Zealand (n = 352) and China (n = 450), higher levels of involvement were associated with more positive emotional associations. For example, consumers with higher involvement for dried fruit used emoji with positive meanings (e.g., face savouring delicious food (), smiling face with heart-shaped eyes () and smiling face with smiling eyes () more frequently than those with lower levels of involvement. Conversely, emoji with negative or neutral meanings (e.g., confused face (), confounded face (), neutral face ()), were more frequently used by consumers with lower levels of product involvement. The number of significant differences between the samples of dried fruit were lower in the less involved consumer segment, and these consumers, on average, used less emoji to characterise the samples. A similar pattern of results were established for the written stimuli, which were used with Chinese consumers. For example, in the segment with greater involvement with seafood, associations to emoji with positive meanings were higher when responding to the situation "cooking dinner using frozen seafood as one of the ingredients." In the case of "drinking French red wine," the strategy used to define segments (median vs. triadic split of summed involvement scores) additionally influenced the results, and bigger differences were established when comparing more discrete segments (two extreme groups following triadic split).