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.
  • The proposed self-reported, nonverbal emotion-measurement instrument is easy to use, reliable, and valid, and it can support cross-cultural studies without requiring translation efforts. It also is enjoyable for children to complete.