PT  - JOURNAL ARTICLE
AU  - Joëlle Vanhamme
AU  - Chung-Kit Chiu
TI  - Measuring Different Emotions in Children With a Pictorial Scale
AID  - 10.2501/JAR-2018-032
DP  - 2018 Aug 24
TA  - Journal of Advertising Research
PG  - JAR-2018-032
4099  - http://www.journalofadvertisingresearch.com/content/early/2018/08/23/JAR-2018-032.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2018/08/23/JAR-2018-032.full
AB  - 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. Measuring emotions is challenging, especially with children. The field lacks convenient measurement instruments; in response, this article reports on the development and validation, in a television-advertising context, of a new, self-reported, nonverbal emotion-measurement instrument for children that can assess basic emotions. It is well suited to 8- to 11-year-olds and can be used by practitioners or academics as well as in international contexts without requiring language translation.