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Attitude Toward In-Game Advertising (General)

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.

Key Words

advertising, games, enjoyment, play, likeability

Newest Scale Reviews

Attitude Toward the Smartphone (Sense of Privacy)

This scale uses four, seven-point items to measure how much a person feels that when using his/... read more »

Attitude Toward the Smartphone (Stress Relief)

Usage of one’s phone to help relieve stress and deal with other uncomfortable situations... read more »

Smartphone Similarity

This seven-point scale measures how much a consumer believes one smartphone is similar to... read more »

Smartphone Use in Store for Product Information

A consumer’s likelihood of using a smartphone in a store when searching for product and... read more »

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