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.
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 is one of three companion measures from the same study assessing distinct belief facets underlying attitudes toward in-game advertising. Companion scales are: Attitude Toward IGA (General) (ID 2168) and Attitude Toward IGA (Realism Enhancement) (ID 2169). Items were adapted from the hedonic/entertainment subscale of Pollay & Mittal (1993, Journal of Marketing), which is represented in this database more broadly as ID 548. The in-game advertising adaptation introduces a meaningfully distinct context and respondent group (gamers evaluating embedded brand content) from the general advertising attitude construct. CR of .80 is at the minimum threshold; AVE of .57 is above the conventional .50 benchmark for convergent validity. EFA and CFA were conducted; convergent and discriminant validities were supported.
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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