Measuring different emotions in children with a pictorial scale: A self-reported nonverbal tool measures the emotions children experience when exposed to ads
Joëlle Vanhamme and Chung-Kit Chiu
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.
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.