TY - JOUR T1 - Measuring Different Emotions in Children With a Pictorial Scale JF - Journal of Advertising Research JO - J Advert Res SP - 370 LP - 380 DO - 10.2501/JAR-2018-032 VL - 59 IS - 3 AU - Joƫlle Vanhamme AU - Chung-Kit Chiu Y1 - 2019/09/01 UR - http://www.journalofadvertisingresearch.com/content/59/3/370.abstract N2 - 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. ER -