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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

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

Acknowledgement

Supported by : 성신여자대학교

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