What’s in a “Happy” Meal? The Effects of Smiley Faces in Restaurant Logos on Price and Healthfulness Perceptions

Abstract

Emojis are being increasingly used in different types of communications, including in advertising campaigns. One emoji, the smiley face, has been an important part of consumers’ informal communications. Interestingly, smiley faces now also appear in marketing communications, advertisements, and brand logos. The present research examines the role of smiley faces in restaurant logos as a form of marketing communication. A set of five studies—conducted in a lab and at a middle school—demonstrates that communication associated with restaurant logos including smileys is perceived as lower in healthfulness, which in turn leads to lower price expectations. These effects are caused by a visual association with a fast-food restaurant category, whereby consumers link the presence of smiley faces with fast-food restaurants. The authors conclude that including a smiley face logo in a restaurant’s marketing communication can have unintended consequences on consumers’ perceptions.