The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
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.
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