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Scale Reviews

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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

Affective Response to the Ad (Empathy)

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).