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, and such research often lacks validity and reliability.

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