A three-item, five-point Likert-type scale measuring a person's global attitude toward product advertisements embedded within video games. Items assess whether the respondent likes, considers positive, and holds a favourable general opinion of in-game advertising as a practice. The scale is not specific to any particular game, genre, or advertising format but captures overall evaluative stance toward in-game advertising. Items were adapted from the global attitude subscale of a broader advertising attitude instrument for the in-game advertising context. The scale functioned as the primary dependent variable in the parent study, with belief-based facets of in-game advertising attitudes (hedonism, realism, materialism concerns, and price reduction beliefs) examined as predictors.
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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