Measuring different emotions in children with a pictorial scale: A self-reported nonverbal tool measures the emotions children experience when exposed to ads

This study proposes a new measure of emotions suitable for research with children. Emotions play a key role in shaping children’s responses to advertising, but research on these influences is scarce and underdeveloped.
Vanhamme and Chiu

MANAGEMENT SLANT

  • Emotions are key drivers of advertising effectiveness, especially among children, so advertisers need to measure the emotions that children experience on their exposure to advertising.
  • Conducting marketing and advertising research on children using traditional measures of emotions (e.g., fMRI, EMG, GSR) is neither practical nor cost-effective, ...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands