Measuring Children’s Emotions in Ad Research

"[...] Adotas presents a Q&A with Joëlle Vanhamme and Chung-Kit (CK) Chiu to discuss measuring children’s emotions in Ad Research. This research was originally published in the Jour ...

Cited As:

"[...] Adotas presents a Q&A with Joëlle Vanhamme and Chung-Kit (CK) Chiu to discuss measuring children’s emotions in Ad Research. This research was originally published in the Journal of Advertising Research.[...] Conducting marketing and advertising research on children using traditional measures of emotions is neither practical nor cost-effective (e.g., fMRI, EMG, GSR), and it often lacks validity and reliability. The proposed SNEMIC instrument is easy to use, reliable, and valid, and it can support cross-cultural studies without requiring translation efforts. It also is enjoyable for children to complete. In an era of decreasing response and attention rates, short, pleasant measures are appealing characteristics of any measure, and even more so when it comes to including children in the measurement.[...]"

 

Type: Press article
Date: le 05/10/2018
Source : Adotas

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