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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

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).