"Marketers seeking to understand how children react to ads could benefit from using research techniques that are based on non-verbal responses, according to a study published in the Journal of Advertising Research (JAR).
Joëlle Vanhamme (EDHEC Business School, France) and Chung-Kit Chiu (a freelance illustrator) focused on children in the eight-to-11-year-old age range in their study, “Measuring different emotions in children with a pictorial scale: A self-reported nonverbal tool measures the emotions children experience when exposed to ads.”.[...]"
Type: | Press article |
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Date: | le 15/11/2019 |
Research Cluster : | Marketing |
Source : | Warc website |