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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

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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.

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.

The extent to which a person feels a sense of achievement having played a game and performed well is measured with three, seven-point Likert-type items.

After having played a game, a person's desire to play it again sometime in the future is measured with three, seven-point Likert-type items.  The scale is not considered a measure of intention since the statements do not express a specific time to play again but merely that the person "would like to play."

A person's enjoyment of puzzles as well as his/her belief that their usage can improve one's analytical ability is measured using three, eleven-point items.

A person's opinion of a particular game is measured in this scale with six, seven-point, bi-polar adjectives.

The level of intensity and activity a person reports feeling while playing a particular game is measured in this scale with three, seven-point items.