Facial expression emojis are commonly used in digital communications and marketing campaigns. However, it is less known how the design of emojis may affect consumer responses. To address this gap, this research examines the impact of emojis’ facial asymmetry levels on consumer judgments. Findings across four studies demonstrate that compared with their symmetric counterparts, asymmetric facial expression emojis are more likely to receive favorable consumer evaluations. This effect is driven by perceptions of human expression resemblance and emotional expression strength and tends to be more prominent among consumers with a higher level of emotional sensitivity. Moreover, marketing messages including an asymmetric (vs. a symmetric) emoji are more likely to generate positive consumer responses.

面部表情表情符号通常用于数字通信和市场营销活动中。然而，鲜为人知的是表情符号的设计如何影响消费者的反应。为了弥补这一差距，本研究研究了表情符号的面部不对称程度对消费者判断的影响。四项研究的结果表明，与对称的表情符号相比，不对称的面部表情表情符号更有可能受到消费者的好评。这种影响是由对人类表达相似性和情感表达强度的感知所驱动，并且在具有较高情感敏感性水平的消费者中趋于更加突出。此外，包括非对称表情符号（相对于对称表情符号）的营销信息更可能产生积极的消费者反应。