Measuring Different Emotions in Children With a Pictorial Scale

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Abstract
This study proposes a new measure of emotions suitable for research with children. Emotions play a key role in shaping children9s 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.

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