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.
5-point Likert (strongly disagree to strongly agree; anchors not explicitly stated); item 3 is reverse-scored
Full scale items shown. Always cite the original source when using this scale in research.
This scale is the primary outcome measure of the parent study and one of three companion scales assessing distinct facets of player attitudes toward in-game advertising. Companion scales are: Attitude Toward IGA (Entertaining) (ID 2167) and Attitude Toward IGA (Realism Enhancement) (ID 2169). The three items follow the same global attitude structure as the Pollay & Mittal (1993) general advertising attitude scale (ID 548), adapted to the in-game advertising context. Despite the structural similarity, the in-game advertising referent makes this a meaningfully distinct instrument for a novel and growing advertising medium. CR = .91 and AVE = .78 are both strong. EFA and CFA confirmed convergent and discriminant validity.
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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