Salesperson Empathy Perception

What it measures

This scale captures how much a customer believes a salesperson genuinely tries to understand their perspective and consider multiple sides of an issue. Burchett, Murtha, and Kohli (2023) adapted the measure from a broader empathy instrument to assess perspective-taking during salesperson interactions.

Representative items

• tries to look at everybody's side of a disagreement before making a decision.
• usually tries to "put him/herself in other people's shoes" when upset at them.

Citation

Burchett, Molly R., Brian Murtha, and Ajay K. Kohli (2023), "Secondary Selling: Beyond the Salesperson-Customer Dyad," Journal of Marketing, 87 (4), 575-600.