Abstract
The present study was aimed at examining the influence of empathy to the sender of information about a company upon its receivers. Commercial slides of two kinds, one created by company professionals and the other by fellow students unrelated to the company, were combinated with two kinds of instruction (“This was created by company professionals” and “This was created by fellow students”). Each of 94 college students was asked to check 19 5-point bipolar scales on the image of the company before and after the presentation of the information and slides under one of these four conditions. In terms of attitude change between the two measurements, the subjects informed that the slides had been produced by fellow students tended to have an improved image of the company, regardless of who had actually created the slides.
