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Sympathy and Empathy: Emotional Responses to Advertising Dramas

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  • Escalas, Jennifer Edson
  • Stern, Barbara B

Abstract

This research examines differences in consumers' sympathy and empathy responses to televised drama commercials. The research framework is multidisciplinary, for construct definition from humanities disciplines (aesthetics and philosophy) grounds the empirical testing of sympathy and empathy responses to advertising. Valid and reliable measurement instruments are developed to test relationships between sympathy and empathy as responses to classical and vignette advertising dramas. Results of two experiments indicate that sympathy responses mediate the effect of a drama advertisement's form on empathy responses, with both sympathy and empathy directly enhancing positive attitudes to an advertisement. Copyright 2003 by the University of Chicago.

Suggested Citation

  • Escalas, Jennifer Edson & Stern, Barbara B, 2003. " Sympathy and Empathy: Emotional Responses to Advertising Dramas," Journal of Consumer Research, Oxford University Press, vol. 29(4), pages 566-578, March.
  • Handle: RePEc:oup:jconrs:v:29:y:2003:i:4:p:566-78
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    File URL: http://dx.doi.org/10.1086/346251
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    3. Todd Mooradian & Kurt Matzler & Lisa Szykman, 2008. "Empathetic responses to advertising: Testing a network of antecedents and consequences," Marketing Letters, Springer, vol. 19(2), pages 79-92, June.
    4. Taeho YohAuthor-Name: Meungguk Park, 2015. "An Integrated Model of the Effective Television PSAs on Giving Behavior," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(5), pages 233-247, May.
    5. repec:eee:joinma:v:27:y:2013:i:1:p:14-27 is not listed on IDEAS
    6. Campos-Vazquez, Raymundo M. & Cuilty, Emilio, 2014. "The role of emotions on risk aversion: A Prospect Theory experiment," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 50(C), pages 1-9.
    7. S. Steenhaut & P. Van Kenhove, 2006. "The Mediating Role of Anticipated Guilt in Consumers’ Ethical Decision-Making," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 06/370, Ghent University, Faculty of Economics and Business Administration.
    8. Park, Meungguk & Turner, Brian A. & Pastore, Donna L., 2008. "Effective Public Service Advertisements to Attract Volunteers for the Special Olympics: An Elaboration Likelihood Perspective," Sport Management Review, Elsevier, vol. 11(2), pages 165-192, September.
    9. Sarah Steenhaut & Patrick Kenhove, 2006. "The Mediating Role of Anticipated Guilt in Consumers’ Ethical Decision-Making," Journal of Business Ethics, Springer, vol. 69(3), pages 269-288, December.
    10. Kim, Jae-Eun & Lloyd, Stephen & Cervellon, Marie-Cécile, 2016. "Narrative-transportation storylines in luxury brand advertising: Motivating consumer engagement," Journal of Business Research, Elsevier, vol. 69(1), pages 304-313.
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    13. Laros, Fleur J.M. & Steenkamp, Jan-Benedict E.M., 2005. "Emotions in consumer behavior: a hierarchical approach," Journal of Business Research, Elsevier, vol. 58(10), pages 1437-1445, October.
    14. Fock, Henry & Chan, Allan K.K. & Yan, Dengfeng, 2011. "Member-organization connection impacts in affinity marketing," Journal of Business Research, Elsevier, vol. 64(7), pages 672-679, July.
    15. Herrmann, Andreas & Rossberg, Nadja & Huber, Frank & Landwehr, Jan R. & Henkel, Sven, 2011. "The impact of mimicry on sales - Evidence from field and lab experiments," Journal of Economic Psychology, Elsevier, vol. 32(3), pages 502-514, June.
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    17. repec:eee:ijrema:v:34:y:2017:i:2:p:572-591 is not listed on IDEAS
    18. Hu Xie & Elizabeth A. Minton & Lynn R. Kahle, 2016. "Cake or fruit? Influencing healthy food choice through the interaction of automatic and instructed mental simulation," Marketing Letters, Springer, vol. 27(4), pages 627-644, December.

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