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.
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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