This scale is intended to measure the extent to which a person engages in a detrimental amount and form of gambling. There were two versions of the scale as explained below. Cowley (2008) referred to both versions of the scale as PIP (potentially irresponsible playing).
Four Likert-type items are used to measure the degree to which a person believes that a product that is advertised within a video game is related in some way to the nature of the game. The items in the current version of the scale were developed for use with a racing game and will need to be modified somewhat for use with other types of games.
This three item, seven-point scale is intended to measure the degree to which a person who is participating in some sort of a gamble is experiencing stress about not winning.
It is a six-item, seven-point Likert-type scale measuring a consumer's enjoyment of contests/sweepstakes and tendency to buy products associated with such games. This measures a general interest rather than the likelihood that the behavior occurs for any particular product category. Lichtenstein, Netemeyer, and Burton (1995; Lichtenstein, Burton, and Netemeyer 1997) referred the scale as contest/sweepstakes proneness and Burton et al. (1998) called it contest proneness.
