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http://dx.doi.org/10.5392/JKCA.2014.14.11.133

Measuring Consumer Empathic Response to Advertising Drama  

Soh, Hyeonjin (성신여자대학교 미디어커뮤니케이션학과)
Publication Information
The Journal of the Korea Contents Association / v.14, no.11, 2014 , pp. 133-142 More about this Journal
Abstract
The purpose of the present study is to develop and validate the scale measuring consumer empathic response to advertising drama. Through a series of consumer surveys and factor analyses, the Consumer Empathic Response to Advertising Scale (the CERA scale) containing 11-Likert format items was developed. The CERA scale consists of three factors which are empathic understanding, identification, and vicarious emotional response. The CERA scale improves the content validity of the existing consumer empathy scales by including identification factor which has been ignored.
Keywords
Consumer Empathy; Advertising Drama; Narrative Advertising; Scale Development; Factor Analysis;
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Times Cited By KSCI : 1  (Citation Analysis)
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