Based on the previous studies that argue consumer’s empathic response towardstorytelling advertising plays an important role in causing advertising effect,the present study tried to empirically test the power of empathic response relative to cognitiveand affective response toward advertising. First, it was examined whether empathic responseis different from cognitive and affective responses. Second it was analyzed if empathic responseputs additional explained variance to ad attitude, brand attitude, and purchase intention.63 participants’responses toward four advertisements were analyzed. The results derived from the research are as follows: First, the confirmatory factor analysis including empathic, cognitive and affective responses shows that those three consumer responses have high levelof construct credibility and discriminant validity. Based on this result, it is concluded thatempathic response toward advertising is different concept from cognitive and affective responses. Second, the multiple hierarchical regressions show that empathic response addedmeaningful explained variance to ad attitude and purchase intention even after consideringinfluences of cognitive and affective responses. This result implies that the empathic responseis an useful variable in evaluating advertising. In the discussion and conclusion, practical implications and academical suggestions are discussed.