Abstract
We analyzed empathy and relationship commitment mechanisms through emojis. We defined emojis based on theoretical reviews and neuroscientific studies as a mind reading process. Perspective taking, inner imitation, and emoji cognition were independent variables. Emotional empathy and emotional response was the mediating variable. Relationship commitment and behavioral response was the dependent variable. Analyzing the relationship between variables indicated emotional empathy and relationship commitment through emojis having positive (+) relationships with “perspective taking” and “inner imitation,” the two dimensions of mind reading (cognitive and emotional) and, among them, a stronger positive (+) relationship with inner imitation, which is simulation theory’s (ST) cognitive process. Relationship commitment through emojis was strongly related to emotional empathy as a mediating factor than being directly related to cognitive processes (perspective taking, inner imitation). Moreover, considering inner imitation’s influence being greater than perspective taking, relationship commitment through emojis is mainly caused by emotional empathy with inner imitation as a mediating factor.
Highlights
Based on the theoretical review and previous studies in neuroscience, we considered that the cognitive process of emojis is the same as the mind reading process in face-toface (F2F) situations
Regarding cognitive-emotional processes through emojis, perspective taking and emotional empathy (H1), and inner imitation and emotional empathy (H2), both had positive (+) relationships at a significant level (p < .001) as the emojis expressing emotion through a moving body language facilitates emotion recognition in Hypothesis 1 (H1) (Krumhuber et al, 2013), leading to an increased perspective taking of the sender, which increases the emotional empathy with the recipient through cognitive empathy
In Hypothesis 2 (H2), as the motion signal of the moving emoji strengthens mirroring by mirror neurons, the inner imitation of the recipient on the emoji’s emotional expression increases and, as a result, the recipient was emotionally contagious and the emotional empathy with the sender increased
Summary
Based on the theoretical review and previous studies in neuroscience, we considered that the cognitive process of emojis is the same as the mind reading process in face-toface (F2F) situations. The type of emoji that causes the highest empathy is often reported as high-context emoji (Yang et al., 2017) and, in others, as dynamic forms such as flash forms (Pei, 2017) This can be a problem as previous studies have been conducted by identifying the type with the highest variable within the limited stimulus. While solving these problems by preventing indiscreet emoji production and providing fundamental guidance in developing various emojis, it is necessary to grasp the principle of empathy and relationship commitment through emojis and the key factors involved in it, rather than following a simple consequential approach. In the attitude toward a brand and the intention to purchase the product, image information processing, which reconstructs feelings and emotions by activating sensory experiences from the product, has a more positive effect than analytical information processing, which evaluates the product’s properties based on realistic and objective data (Escalas, 2004; MacInnis & Price, 1987)
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