Cognitive Empathy with the Person in the Ad

Name: Cognitive Empathy with the Person in the Ad
Creator: Arango, L., Singaraju, S. P., & Niininen, O.
Published: 2023
License: https://psychometricscales.com/methodology.html

Degree of Perspective-Taking With a Person Shown in an Advertisement

3 items 2023 α 0.91 (Study 1); 0.94 (Study 2) Free Arango, L., Singaraju, S. P., & Niininen, O.

What it measures

This scale measures how easily a person relates to and takes the perspective of someone shown in a particular advertisement, capturing a situational empathetic reaction rather than a personality trait. Arango, Singaraju, and Niininen (2023) used it across two studies on consumer responses to AI-generated charitable giving ads.

Scale items

When seeing the ad, I put myself in the shoes of a _____.
After seeing the ad, I imagine what it would feel like to be a _____.
After seeing the ad, I can more easily see things from the _____'s point of view.

Citation

Arango, Luis, Stephen Pragasam Singaraju, and Outi Niininen (2023), "Consumer Responses to AI-Generated Charitable Giving Ads," Journal of Advertising, 52 (4), 486-503.

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