Empathy, Validation, and Branding: Testing the Theory of Empathetic Suffering

Research shows narratives can evoke empathy, but studies on specific narrative features and cognitive mechanisms consistently eliciting empathy are needed. To address that need, the current study proposes and tests a <i>theory of empathetic suffering</i> which postulates that the depiction of character distress influences attitudes and intentions via two mechanisms: empathy and validation. Two experiments with U.S. adults (N = 219 and N = 372) tested this theory using a 30-second ad depicting or not depicting character distress. Results from both studies strongly supported the theory, with empathy and validation mediating the effects of distress on attitudes and intentions.