Social Media Week has been a brilliant fusion of food, emotions, emojis, psychology and surprises! If you joined me at either of the Digital Blonde events this week, whether it was our sneaky dinner party experiment on Monday night or our packed debate on Thursday, you’ll know what I mean. We’ve uncovered some intriguing insights into our emotional relationship with food and how technology affects this, as well as having some fun along the way too. #SMWldn #SMWfoodpsych

1. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Food,
Emo>ons
&
Emojis

2. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych

3. Karen
Fewell
@DigitalBlonde
@DigitalBlonde
An
average
person
makes
more
than
200
decisions
about
food
every
day,
many
of
which
are
made
unconsciously.
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych

4. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych

5. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
On
Monday
14th
September
2015
.
.
.

6. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
On
Monday
14th
September
2015
.
.
.
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych

7. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
We
asked
2,000
UK
adults
who
declared
they
use
emojis
to
give
us
a
liNle
insight
into
their
image
sharing
behaviour.

8. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych

9. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych

10. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych

11. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych

12. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
What
does
this
mean
for
marketers?

13. Karen
Fewell
@DigitalBlonde
www.emojiliteracy.com
````
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych

14. Karen
Fewell
@DigitalBlonde
````
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Order
Domino’s
by
twee>ng
a
pizza
emoji

15. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych

16. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
But
look
what
happens
when
consumers
join
in
.
.
.

17. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
#
But
you
can’t
#
this

18. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Match.com’s
annual
Singles
in
America
survey
Polled
5,675
(non-­‐Match
using)
singles
whose
demographics
were
representa>ve
of
the
na>onal
popula>on
according
to
the
U.S.
Census
—
found
that
people
who
have
more
sex,
tend
to
use
emojis
more.

19. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych

20. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
What
can
we
learn
about
people’s
emo>onal
rela>onship
with
brands?
What
can
we
learn
about
people’s
emo>onal
rela>onship
with
food?

21. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Real
Time
Emoji
Tracker
emojitracker.com

22. Karen
Fewell
@DigitalBlonde
It’s
a
photo
of
food
to
you….
But
to
me
this
resembles
stories,
memories
and
emo>ons

23. Karen
Fewell
@DigitalBlonde
What
makes
the
meaning
of
the
photo
different
for
you
and
for
me?
@DigitalBlonde

24. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
Emo>ons
are
the
driving
force
of
many
of
our
behaviours
Your
brain
detects
threat
or
reward

25. Karen
Fewell
@DigitalBlonde
Threat
Adrenaline
Cor>sol
Karen
Fewell
@DigitalBlonde

26. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
Dopamine
Oxytocin
Serotonin
These
chemicals
make
us
feel
good
and
mo>vate
us
to
con>nue
on
the
task
or
behaviour

27. Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
@DigitalBlonde
Parrots’
2001
theory
Parrot
iden>fied
over
100+
emo>ons
and
conceptualized
them
as
a
tree
structured
list.

28. Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
@DigitalBlonde
@Ar>zianCaters
Foodology®
Experiment
with
ArJzian
Catering
#Foodology

29. Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
@DigitalBlonde
@Ar>zianCaters
Experiment
Part
1

30. Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
@DigitalBlonde
@Ar>zianCaters
Then
we
took
user
generated
content
…….
Karen’s
iPhone
snaps
from
the
Foodology®
evening

31. Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
@DigitalBlonde
@Ar>zianCaters
Experiment
Part
2

32. Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
@DigitalBlonde
@Ar>zianCaters
Experiment
Part
3

33. Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
@DigitalBlonde
@Ar>zianCaters
Phil
Howard
2
Michelin
Star
Chef
The
Square
Nathalie
Nahai
The
Web
Psychologist
Ed
Butcher
Square
Meal
Sam
Michel
Chinwag
ArJzian
Team

34. Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
@DigitalBlonde
@Ar>zianCaters
1
2
3
4
5
The
descrip>on
version
of
the
pictures
is
3.0
Pictures
only
2.7
3.6
The
offline/real
experience
People's
emo>onal
reac>ons
to
the
dishes
are
stronger
offline
Telling
a
story
around
food
deepens
emoJon
The
offline
experience
is
much
more
sensory
and
immersive
and
results
in
more
arousal

35. Karen
Fewell
@DigitalBlonde
@DigitalBlonde
What
does
all
this
mean
for
the
future
of
food
&
hospitality
markeJng?

36. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
This
year’s
experiment
Mobile
phones
&
the
dining
experience

37. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
The
iPhone
Effect
Shalini
Misra1,
Lulu
Cheng2,
Jamie
Genevie1,
and
Miao
Yuan3,
2014

38. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
“In
an
in-­‐depth
observa>onal
study
of
coffee
shop
patrons
preceding
this
field
experiment,
we
found
that,
on
average,
many
individuals
in
pairs
or
small
groups
checked
their
phones
every
3
to
5
min
regardless
of
whether
it
rang
or
buzzed,
onen
held
their
phones,
or
placed
them
on
table
in
front
of
them”
(Misra
&
Genevie,
2013)

39. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
“Mere
presence
of
phone
impedes
connecJon
and
relaJonships
In
fact,
a
recent
laboratory
experiment
tested
this
idea.
The
mere
presence
of
a
cell
phone
placed
innocuously
in
the
visual
field
of
par>cipants
was
found
to
interfere
with
closeness,
connec>on,
and
rela>onship
quality
in
dyadic
seqngs”
(Przybylski
&
Weinstein,
2013)

40. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
“Phones
decrease
quality
of
conversaJon
If
either
par>cipant
placed
a
mobile
communica>on
device
(e.g.,
smartphone
or
a
cell
phone)
on
the
table
or
held
it
in
their
hand
during
the
course
of
the
10-­‐min
conversa>on,
the
quality
of
the
conversa>on
was
rated
to
be
less
fulfilling
compared
with
conversa>ons
that
took
place
in
the
absence
of
mobile
devices.
The
same
par>cipants
who
conversed
in
the
presence
of
mobile
communica>on
devices
also
reported
experiencing
lower
empathe>c
concern
compared
with
par>cipants
who
interacted
without
distrac>ng
digital
s>muli
in
their
visual
field”.
The
iPhone
Effect,
Shalini
Misra1,
Lulu
Cheng2,
Jamie
Genevie1,
and
Miao
Yuan3,
2014

41. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
25
people
dining
on
a
disused
tube
carriage

42. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Describe
how
you
felt
when
you
were
asked
to
put
your
phone
in
the
box
.
.
.
Anger
Fear
Sadness
Joy
Love
Surprise
4.5%
40.9%
13.6%
31.8%
0.0%
9.1%
“Anxious
–
felt
like
my
right
arm
had
been
cut
off.
Sad
–
because
my
friends
couldn’t
share
my
experience
of
this
fab
evening.
Upset
–
on
behalf
of
my
followers
they’ll
be
missing
my
posts
and
I
miss
them!”
“Strange,
unusual,
scared,
weird,
sad,
angry”
“Relaxed,
relieved.
I
feel
the
pressure
to
be
good
at
social
media
and
find
this
hard
to
balance
in
social
situa>ons”
“A
liNle
sad
I
wouldn’t
be
able
to
take
photos
of
the
food,
or
tweet
anymore.
But
also
felt
quite
relieved
and
happy
that
there
wouldn’t
be
pressure
to
keep
connected
or
stay
‘interes>ng’
online.
Also
nice
to
have
a
real
excuse
to
speak
to
the
people
opposite
and
have
proper
conversa>ons.
Quite
anxious
at
first
but
anerwards
totally
fine!”

43. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych

44. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
100%
of
people
agreed
that
the
conversaJon
did
flow
be^er
without
mobile
phones
on
the
table
Although
one
person
then
commented
they
didn’t
feel
it
made
any
difference
“Some
conversa-ons
were
hard
without
the
use
of
a
phone”

45. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
“People
became
more
animated
and
found
out
more
about
each
other”

46. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
“There
were
moments
when
people
would
pause
think
about
their
phones
and
then
look
around
before
star>ng
a
new
conversa>on”

47. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
“With
no
phones
distrac>ng
us
we
were
more
aware
of
the
food
and
flavours
and
took
more
>me
to
talk
about
the
food
and
focus
on
really
asking
personal
ques>ons
”

48. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
“Open,
honest,
funny.
Everyone
felt
comfortable,
conversa>on
got
very
personal
”

49. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
“ConversaJon
flowed
more
freely,
I
engaged
with
everyone
on
my
table
and
feel
I
got
to
know
them
on
a
deeper
level.
People
had
more
considered
conversaJons
to
begin
with
but
then
it
became
louder,
filled
with
laughter,
whoops,
clapping.
Aaer
a
while,
people
didn’t
show
that
they
wanted
their
phone
and
appeared
genuinely
engrossed
in
conversaJon”

50. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
The
majority
of
people
thought
about
their
phones
between
2
–
5
>mes
during
the
meal.
However,
almost
a
quarter
of
people
thought
about
their
phones
more
than
10
>mes

51. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
TweeJng
and
wan>ng
to
post
on
Instagram
were
among
the
most
popular
tasks
people
wanted
their
phones
for,
perhaps
due
to
the
unusual
surroundings
and
very
visual
nature
of
the
food
and
props.
Making
and
answering
calls
were
among
the
tasks
people
least
wanted
their
phones
for.
People
wanted
the
phones
for
other
tasks,
in
par>cular
Googling
to
aid
conversa>on,
making
notes,
taking
photos
and
even
checking
the
>me.

52. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
81.8%
of
the
par>cipants
felt
phones
should
be
put
away
when
at
the
dining
table
68.2%
did
not
think
restaurants
should
ban
phones
at
the
table
“Always
provide
a
phone
box
to
put
phones
in
so
it’s
more
hassle
for
people
to
look
at
them
like
the
one
we
had
today”
“Only
looking
at
phones
when
companions
go
to
the
toilet
–
not
during
conversa>on”
“Maybe
a
shared
discreet
informa>on
pod
centrally
that
all
can
see
for
looking
things
up”
“I
think
a
lot
of
people
struggle
to
hold
conversa>ons
these
days
without
the
security
of
their
phone”
How
do
you
think
people
can
maintain
emoJonal
engagement
at
the
dining
table
without
banning
mobile
phones?

53. Karen
Fewell
@DigitalBlonde
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
Karen
Fewell
@DigitalBlonde
#SMWFoodPsych
When
they
got
their
phones
back
.
.
.
.

54. Karen
Fewell
@DigitalBlonde