Third, the present research provided empirical evidence for emoji functions. Second, it supplemented the literature of application contexts and the influence of the location effect. First, it supplemented the literature in the field of marketing on the effects of the emoji on consumers’ responses. The current research extended the extant literature in several dimensions. When we considered the extreme word review, the influence of the position of the angry emoji on the sender’s perception of anger was not significant however, when we considered the moderate word review, the angry emoji in the middle of a sentence significantly enhanced the consumers’ perception of the sender’s anger. The results of Study 3 replicated the results of Study 2 and tested the moderating role of word review extremity in the relationship between the position of the angry emoji and the consumers’ perception of the sender’s anger. The results of Study 2 replicated the results of Study 1 and tested the serial-mediating roles of the position salience perception and the sentiment- strengthening perception of the angry emoji. The results of Study 1 demonstrated the main effect in this paper, which was that an angry emoji in the middle of a sentence led to a stronger perception of the sender’s anger than did an angry emoji at the end of a sentence. The angry emoji in the middle of a sentence led to higher fixation counts and longer fixation durations. The position of the angry emoji influenced the participants’ attention. The results of the pretest demonstrated the effectiveness of visual information processing on the location effect. Study 3 used a coat as the target product. in the middle of a sentence) × 2 (word review extremity: moderate vs. Study 3 was a 2 (the position of the angry emoji at the end vs. In Study 2, we measured the consumers’ perceptions of the sender’s anger, the angry emoji sentiment-strengthening perception, and the position salience perception created by the angry emoji.
![angry face wechat emoji angry face wechat emoji](https://i.pinimg.com/originals/73/99/d8/7399d846a47d606db27c3db61603fc91.png)
Study 2 used a gel-ink pen refill as the target product.
![angry face wechat emoji angry face wechat emoji](http://cngag.com/wp-content/uploads/2017/03/wechat-emoticon-with-explanations.png)
feature two precedes feature one) between-subjects design. in the middle of a sentence) × 2 (feature description: feature one precedes feature two vs. Study 2 was a 2 (the position of the angry emoji at the end vs. The product used in Study 1 was a laptop.
![angry face wechat emoji angry face wechat emoji](https://cdn.hinative.com/attached_images/584098/06cf9b2db48c01289ec3501ee5b05fdb41afc33d/large.jpg)
no emoji) × 2 (feature description: feature one precedes feature two vs. Study 1 was a 3 (one emoji at the end of a sentence vs. The product used in the pretest was a thermos mug. In Study 1, we conducted a pretest, which was the eye-tracking experiment. For this paper, we conducted one eye-tracking experiment and three laboratory experiments. Further, we hypothesized that word review extremity moderated the effect of the position of the angry emoji on the consumers’ perceptions of the sender’s anger. Based on visual information processing of the location effect, the current research proposed that the position salience perception and the sentiment-strengthening perception of the angry emoji serially mediated the above main effect. That is, compared with the angry emoji at the end of a sentence, the angry emoji in the middle of a sentence led to a stronger perception of anger.
![angry face wechat emoji angry face wechat emoji](https://ae01.alicdn.com/kf/HTB1hA3bOFXXXXXoXVXXq6xXFXXXK/Wechat-Emoji-Keychain-Plush-Keyring-Emoticon-Key-Ring-Plush-Face-Emoji-Key-Chain-Bag-Hanger-Phone.jpg)
The present study first proposed the main location effect of the position of the angry emoji on the consumers’ perception of the sender’s anger. The purpose of this paper is to examine the effect of the position of the angry emoji in negative online consumer reviews on the consumers’ perceptions of the sender’s anger. As ubiquitous characters, emoji transcend linguistic borders and are gaining worldwide popularity. 关键词: 愤怒emoji, 愤怒emoji位置, 愤怒emoji位置突出感知, 愤怒emoji情感加强感知, 发送者愤怒感知Įmoji are widely adopted in smartphones, for input methods, and on social networks.