The degree to which a person thinks the professors working for an educational institution are sensitive and concerned about their students' needs is measured with a five-item, seven-point Likert-type scale.
Seven-point uni-polar items are used in this scale to measure the degree to which a person reports experiencing an emotion composed of distressed and altruistic sorts of feelings.
Nine, five-point statements are used to measure the degree to which a person is interested in, cares about, and sympathizes with a character on a television program. Russell and Stern (2006) referred to the scale as parasocial attachment.
The scale is composed of four statements that are intended for measuring the extent to which a person either feels what other individuals are feeling or at least tries to imagine what they are feeling, particularly when they are suffering in some way.
Four, seven-point Likert-type items are used to measure the degree to which a person views him/herself as being loving and caring. This is intended as a trait measure rather than a state measure.
A nine-item, six-point Likert scale is used to measure a consumer's attitude toward an ad with an emphasis on the extent to which he/she relates to it personally.
The scale is composed of three statements that measure the degree to which a viewer of a commercial believes that he/she feels what the characters in the advertisement feel.
The scale is composed of five, seven-point items that are intended to measure the extent to which a person reports feeling what the characters in an advertising drama are feeling. This is not just an awareness of what the characters are feeling but absorption or "feeling into" another's affective experience. Thus, although related to sympathy, this scale is intended to measure something different. The scale was referred to as ad response empathy by Escalas and Stern (2003).
Five, seven-point items are used to assess the degree to a viewer reports an awareness and understanding of what the characters in an advertising drama are feeling. This is in contrast to reporting that one actually feels what the characters are feeling. Thus, although sympathy is related to empathy, this scale is specifically intended to measure the former. The scale was referred to as ad response sympathy by Escalas and Stern (2003).
The scale is a three-item, seven-point measure of one's attitude toward a specific advertisement with an emphasis on the extent to which it expresses some emotion-like qualities related to warmth. Note that the way in which the scale stem is phrased the scale measures what one thinks the ad expresses rather than the emotion one has experienced in reaction to the ad. The scale was loosely referred to as empathy by Aaker and Williams (1998).
