Effects of Facial Asymmetry on Emoji Evaluation and Product Preference

This research demonstrates that facial asymmetry influences consumers’ perceptions of emojis and their preferences for products featuring emojis in product design. Unlike symmetric human faces which are liked more, asymmetric emojis are preferred. This effect is sequentially mediated by anthropomorphic inferences and perceived emotional intensity.


Ganga Urumutta Hewage, Ze Wang, and Yue Liu (2018) ,"Effects of Facial Asymmetry on Emoji Evaluation and Product Preference", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 289-289.


Ganga Urumutta Hewage, University of Central Florida, USA
Ze Wang, University of Central Florida, USA
Yue Liu, Southern Connecticut State University, USA


E - European Advances in Consumer Research Volume 11 | 2018

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