A three-item, five-point Likert-type scale measuring the belief that product advertisements within video games make the game world feel more realistic and authentic. The scale captures a unique functional dimension of attitudes toward in-game advertising — the idea that branded content, when integrated naturally into game environments, contributes positively to immersion by replacing generic or fictional brands with recognisable real-world products. Items were purpose-developed by the authors drawing broadly on prior work on advertising attitudes. Administered to a Belgian panel of 708 participants, the scale contributed positively to overall attitude toward in-game advertising in the parent study's structural model.
5-point Likert (strongly disagree to strongly agree; anchors not explicitly stated in source article)
Full scale items shown. Always cite the original source when using this scale in research.
This scale captures a functionally distinct belief about in-game advertising that has no close equivalent in the database — the realism-enhancing potential of embedded brand content. It is one of three companion scales from the same study; companion scales are: Attitude Toward IGA (Entertaining) (ID 2167) and Attitude Toward IGA (General) (ID 2168). CR of .80 is at the minimum threshold; AVE of .58 is above the .50 benchmark. EFA and CFA confirmed convergent and discriminant validity across all three IGA scales. The scale is theoretically connected to broader brand placement and in-game engagement research (see Affective In-Game Brand Engagement ID 990; Cognitive In-Game Brand Engagement ID 991).
Poels, K., Janssens, W., & Herrewijn, L. (2013). Play buddies or space invaders? Players' attitudes toward in-game advertising. Journal of Advertising, 42(2-3), 204-218.
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