A three-item, seven-point Likert-type scale measuring a person's enjoyment-oriented attitude toward a specific game, capturing whether they perceive it as good, interesting, and fun to play. Developed by adapting and borrowing items from a prior measure of attitude toward advertising. Administered online to 326 adults after they played a television-related advergame, the scale served as a central dependent variable in a study examining how brand integration level and prior brand experience moderate the persuasive effects of advergames. Results indicated that advergames with high brand integration produced more negative game attitudes than those with fewer brand elements.
Kinard, B.R., & Hartman, K.B. (2013). Are you entertained? The impact of brand integration and brand experience in television-related advergames. Journal of Advertising, 42(2-3), 196-203.
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