“The Emotion-Invoking Impact of Advertising Narratives and the Mediating Role of Sympathy and Empathy” (Jennifer Escalas, Barbara Stern). Abstract Research has shown that narratives play a role in creating and interpreting emotions. Therefore, advertising narratives, that is, ads that tell stories, should be well-suited for evoking emotional responses. This chapter reviews a series of experiments that find that ad story quality has a positive effect on the emotional responses desired by advertisers and a negative effect on undesired feelings. These effects are mediated by sympathy, where an observer is conscious of another’s feelings, and empathy, where the participant vicariously merges with another’s feelings. The empathy response is stronger, consistent with the higher degree of absorption in the ad story for empathy as compared to sympathy.