A three-item, five-point Likert-type scale measuring the hedonic or entertainment value a person attributes to product advertisements embedded within video games. Referred to as 'hedonism' by the authors, the scale captures the pleasure and amusement respondents associate with in-game advertising as a general practice rather than with any specific game or ad placement. Items were adapted from a pleasure-related subscale of a broader advertising attitude instrument for the in-game advertising context. Administered to a panel of 708 participants, the majority Belgian, in a study examining the belief structures underlying players' overall attitudes toward in-game advertising. The scale emerged as the strongest positive predictor of overall attitude toward in-game advertising.
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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