Measuring Consumer Empathic Response to Advertising Drama

소비자 공감반응 척도 개발: 이야기 광고를 중심으로

  • 소현진 (성신여자대학교 미디어커뮤니케이션학과)
  • Received : 2014.07.08
  • Accepted : 2014.08.11
  • Published : 2014.11.28


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.


Consumer Empathy;Advertising Drama;Narrative Advertising;Scale Development;Factor Analysis


Supported by : 성신여자대학교


  1. W. D. Wells, Lectures and Dramas, in Cognitive and Affective Responses to Advertising, eds. P. Cafferata and A. Tybout, Lexington Books, 1989.
  2. H. Yu and Y. Chang, "How to Influence the Brand Attitude of the Audience by Micro-Films," J. of Promotion Management, Vol.19, pp.674-686, 2013.
  3. T. Mooradian, K. Matzler, and L. Szykman, "Empathetic Responses to Advertising: Testing a Network of Antecedents and Consequences," Marketing Letters, Vol.19, pp.79-92, 2008.
  4. J. Deighton, D. Romer, and J. McQueen, "Using Drama to Persuade," J. of Consumer Research, Vol.16, pp.335-343, 1989.
  5. 김은주, 김정일, 우훈식, 남승규, "소비자 공감과 메시지 전략", 한국심리학회지:소비자.광고, Vol.13, No.4, pp.729-750, 2012.
  6. J. Escalas and B. Stern, "Sympathy and Empathy: Emotional Responses to Advertising Dramas," J. of Consumer Research, Vol.29, pp.566-578, 2003.
  7. 안의진, "TV드라마광고의 광고효과: 사실감, 공감, 광고태도", 인문연구, Vol.53, pp.449-480, 2007.
  8. 조재현, "유명인 모델에 대한 호감도 및 공감정도가 금연캠페인 효과에 미치는 영향", 한국광고홍보학보, Vol.10, No.3, pp.295-317, 2008.
  9. M. Davis, "Measuring individual differences in empathy: Evidence for a multidimensional approach," J. of Personality and Social Psychology, Vol.44, pp.113-126, 1983.
  10. 이재신, 김지은, 최문훈, "보도사진 속 감정과 댓글이 공감을 통해 태도와 의도에 미치는 영향", 미디어 경제와 문화, Vol.9, No.1, pp.135-170, 2011.
  11. G. Boller and J. Olson, "Experiencing Ad Meanings: Crucial Aspects of Narrative/Drama Processing," Advances in Consumer Research, Vol.18, No.1, pp.172-175, 1991.
  12. R. Campbell and A. Babrow, "The Role of Empathy in Responses to Persuasive Risk Communications: Overcoming Resistance to HIV Prevention Messages," Health Communication, Vol.16, No.2, pp.159-182, 2004.
  13. J. Bryant and D. Zillmann, Responding tp the screen: Reception and Reaction Process, Lawrence Erlbaum Associates, 1991.
  15. 강두선, 장기훈, "TV드라마 여성음주장면에 대한 공감과 감정이입이 음주의도에 미치는 영향에 관한 성별 비교연구: 관여도의 매개역할을 중심으로", 한국심리학회지:소비자.광고, Vol.12, No.2, pp.349-378, 2011.
  16. 박성희, 공감학:어제와 오늘, 학지사, 2004.
  17. R. Ang and D. Goh, "Cyberbullying Among Adolescents: The Role of Affective and Cognitive Empathy, and Gender," Child Psychiatry & Human Development, Vol.41, pp.387-397, 2010.
  18. 남승규, "소비자 공감에 대한 이론적 연구", 한국심리학회지:소비자.광고, Vol.11, No.4, pp.619-636, 2010.
  19. R. Horgan, "Development of an empathy scale," J. of Consulting and Clinical Psychology, Vol.33, pp.307-316, 1969.
  20. N. Feshbach, "Empathy in children: Some theoretical and empirical consideration," J. of Counseling Psychologist, Vol.5, pp.25-30, 1975.
  21. M. Tansey and W. Burke, "Projective Identification and the Empathic Process," Contemporary Psychoanalysis, Vol.21, No.1, pp.42-69, 1985.
  22. P. Stout and J. Leckenby, "Measuring Emotional Response to Advertising," J. of Advertising, Vol.15, No.4, pp.35-42, 1986.
  23. A. Mehrabian and N. Epstein, "A measure of emotional empathy," J. of Personality, Vol.40, pp.525-543, 1972.
  24. A. Smith, "Cognitive empathy and emotional empathy in human behavior and evolution," Psychological Record, Vol.56, No.1, pp.3-21, 2006.
  25. H. Spiro, "What is empathy and can it be taught?," Annals of Internal Medicine, Vol.116, No.10, pp.843-846, 1992.
  26. 유성덕, 신광수, 나운봉, "광고메시지 유형에 따른 정서적 반응에 관한 연구: 동감과 공감반응을 중심으로", 하계학술대회 발표논문집, 한국마케팅학회, 2009.
  27. B. Englis, "The play's the thing: Elements of Drama in Advertising and Their effects on Audience Response," Advances in Consumer Research, Vol.21, 1994.
  28. L. Shen, "Mitigating Psychological Reactance: The Role of Message-Induced Empathy in Persuasion," Human Communication Research, Vol.36, pp.397-422, 2010.
  29. R. Dymond, "A Scale for the Measurement of Empathic Ability," J. of Consulting Psychology, Vol.13, No.2, pp.127-133, 1949.
  30. B. Stern, "Classical and Vignette Television Advertising Dramas: Structural Models, Formal Analysis, and Consumer Effects," J. of Consumer Research, Vol.20, March, pp.601-615, 1994.
  31. 김대업, AMOS A to Z:논문작성절차에 따른 구조방정식 모형분석, 학현사, 2008.
  32. C. Fornell and D. F. Larcker, "Evaluating Structural Equation Models with Unobserved Variables and Measurement Error," J. of Marketing Research, Vol.18, No.1, pp.39-50, 1981.
  33. 황인호, 장성화, "교사의 심리적 안녕감, 공감능력, 직무효율성이 직무만족도에 미치는 영향", 한국콘텐츠학회논문지, Vol.12, No.2, pp.232-242, 2012.