A multiple-item Likert-type scale designed to measure the degree to which a viewer of a commercial believes that he/she feels what the characters in the advertisement feel.
MacInnis, Deborah J., Ambar G. Rao, and Allen M. Weiss (2002), "Assessing When Increased Media Weight of Real-World Advertisements Helps Sales," Journal of Marketing Research, 39 (November), 391-407.
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