Measuring emotions in children exposed to advertisements just got easier. A pictorial instrument developed by a French marketing professor and an illustrator can assess basic emotions, is particularly well-suited for 8- to 11-year-olds, and can be used by both practitioners and academics around the world without the need for translation.
The authors described the tool as consisting of “a set of pictograms (e.g. cartoon puppets), each representing facial and bodily expressions associated with a so-called basic emotion (joy, surprise, anger, sadness, fear, and disgust), that appear together with a 4-point response format indicating intensity.“
Among the practical takeaways:
Joëlle Vanhamme (email@example.com) is professor of marketing at EDHEC Business School in France. Her research focus includes social marketing and corporate social responsibility.
Chung-Kit (CK) Chiu (firstname.lastname@example.org) received his master of science degree in marketing management from the Erasmus University of Rotterdam, the Netherlands and is the author of several children’s books.