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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

games

The scale has three, seven-point Likert items that measure how much a person expected to feel good if he/she scored many points in a game.

The degree to which a person believes that a game has effectively communicated information about a particular featured product is measured with three, seven-point semantic differentials.   

Using three, seven-point items, the scale measures the extent to which a person believes the rivalry between two teams is intensified because of the game in which they are pitted against each other.  The scale is most suitable for sporting events which have two teams playing against each other or when the researcher’s desire is to focus participants’ attention on two of several teams in a multi-team event such as the Olympics.

The degree to which a person believes an information-related activity or object is enjoyable as well as worthy of exploration is measured with four, seven-point Likert-type items.  The scale may make most sense in a context where the object being assessed is a lesson, demonstration, or presentation.

With three, seven-point Likert-type items, the scale measures a person’s willingness to encourage others to attend the games of a particular sports team.

The scale uses eight, seven-point Likert-type items to measure a fan’s attitude about a particular sports team.  The emphasis is on the team’s high standards and its efforts to please loyal fans.

Using three, five-point Likert-type items, the scale measures the degree to which a person has a positive opinion of product ads placed within video games.  As currently phrased, the statements are not specific to any particular game or facet of the advertising but apply to in-game advertising in general.

The scale uses three, five-point Likert-type items to measure how much a person believes the ads for products placed within video games makes the experience more realistic.  As currently phrased, the statements are not specific to any particular game but rather, refer to in-game advertising in general.

Three simple, seven-point items are used in the scale to measure a person's opinion of how interesting and fun a game is. 

Three semantic differentials are used in this scale to measure ones self-expressed level of skill and competence with respect to playing video games.