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Scale Reviews

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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

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).