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Publicação
Emotional face recognition in consumer behavior "Differences between affective faces and emojis and their influence on decision-making"
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Orientador(es)
Resumo(s)
In recent years, facial expressions have gained importance in the way they can influence consumer perception and behavior toward brands. However, emojis might not work similarly for all brands. This research aims to analyze the emotional reaction of consumers to the presence of emojis (versus human faces) in ads and the influence on consumers’ purchase intention. Three experimental studies were conducted (two online and one eye-tracking experiment). Participants were randomly assigned to the experimental conditions and exposed to different scenarios based on two brand advertisements (emojis or human faces). The results demonstrate that in the presence of a human face, there is a positive increment of brand familiarity compared to emojis. Ads are also more credible, believable, and seen as more pleasurable and effective. The presence of emojis allows brands to be seen as more fun and "cool," increasing ad memorability. Finally, this research discusses the implications of using emojis paradox for brands since emojis increase the memorability of ads but decrease their credibility.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Brand Advertising Facial-expression Emoji Human Face