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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

Attitude Toward In-Game Advertising (Entertaining)

Three, five-point Likert-type items are used to measure how much a person believes the product ads placed within video games are amusing and enjoyable.  As currently phrased, the statements are not specific to any particular game but rather, refer to in-game advertising in general.