Emotional or semantic persuasion? Delivery receipt design through emoji and S-O-R paradigm
通过一项预研究和三项实验，发现外卖小票上使用情感表情符号（vs.语义表情符号）会让消费者觉得食物更美味、更愿意分享，但仅对健康但不好吃的食物有效；语义表情符号搭配指令性广告文字则增强说服动机和分享意愿。
This research examined how emojis on food delivery receipts shape consumer perceptions and sharing intentions through one pilot study ( N = 120) and three experiments ( N 1 = 240; N 2 = 220; N 3 = 302). The findings demonstrated that consumers perceived food as tastier and expressed stronger sharing intentions when emotional emojis (vs. semantic emojis) were used. This effect was observed only for foods categorized as healthy = untasty (vs. unhealthy = tasty ). Furthermore, pairing semantic emojis with directive advertising text enhanced perceived persuasion motives and bolstered sharing intentions compared to emotional emojis. The differential effects of emoji type were not observed under the expressive and assertive text conditions. The research adopts emotion-as-social-information theory to examine the affective reaction and inferential processing pathways, further elaborating the Organism component within the stimulus–organism–response paradigm. These findings help practitioners in visual marketing and persuasion strategically incorporate visual language into their receipt design.