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A short measure of perceived empathy
R E Plank1, A P Minton, D A Reid
1Department of Marketing, Western Michigan University, Kalamazoo 49008, USA. Richard.plank@wmich.edu
Psychological Reports
|December 1, 1996
Summary
Researchers developed a brief scale to measure perceived empathy in sales. This empathy scale effectively predicts sales success, offering valuable insights for sales performance research.
Area of Science:
- Psychology
- Business Administration
- Organizational Behavior
Background:
- Perceived empathy is crucial in sales interactions.
- Existing measures may not be suitable for sales contexts.
- Differentiating cognitive and affective empathy in sales is challenging.
Purpose of the Study:
- To develop a concise and valid measure of perceived empathy for sales research.
- To assess perceived empathy as both a cognitive and affective construct.
- To evaluate the scale's predictive validity for sales performance.
Main Methods:
- Scale development using established psychometric principles.
- Exploration of cognitive and affective empathy indicators.
- Validation through correlation with sales encounter outcomes.
Main Results:
- A single-factor scale for perceived empathy was successfully developed.
- The scale exhibited good internal consistency and validity.
- Perceived empathy scores significantly predicted sales success.
Conclusions:
- The short perceived empathy scale is a reliable and valid tool for sales research.
- The measure can differentiate between successful and unsuccessful sales encounters.
- This scale contributes to understanding the role of empathy in sales performance.