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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

Attitude Toward In-Game Advertising (Realism Enhancement)

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.