Table 2.

Items of the Consumer Empathic Response to Advertising Scale (CERA) (empathy questionnaire).

Factors of Empathy	Items
Cognitive empathy	1.I understood the characters’ desire 2.I understood how character is feeling 3.I understood the situation of the content 4.I understood the character’s motive behind their behavior
Affective empathy	1.I felt the events in the content were really happening to me 2.I felt as if I was in the middle of the situation 3.I felt as if I was one of the characters
Identification empathy	1.I experienced many of the same feelings that characters portrayed 2.I experienced desires of the characters which were similar with my current desire or desire that I could feel in the future 3.I experienced the events in the content were similar with my experience or experience that could happen to me 4.I felt as if the events in the content could happen to me
Total empathy	All items were included

Total empathy score can be calculated by averaging all of the items’ scores.