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Affective Response to the Ad (Sympathy)

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).