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.
7-point Likert (strongly disagree to strongly agree; anchors inferred from 'Likert-type' description in source article)
Full scale items shown. Always cite the original source when using this scale in research.
This scale is named 'Attitude Toward the Game (Enjoyment)' to distinguish it from the companion scale ID 2187 (Attitude Toward the Game, Waiguny et al.), which uses six semantic differentials to capture appeal, pleasantness, dynamism, attractiveness, entertainment value, and perceived benefit. The present scale uses three Likert items with an enjoyment/quality focus ('good', 'interesting', 'fun to play'), providing a briefer and more hedonic-centred assessment. Items were adapted from Henthorne, LaTour, & Nataraajan (1993, Journal of Advertising, 22(June), 59-69). The scale is assumed applicable to other indoor entertainment games (cards, board games); applicability to physical sports is unknown per the handbook.
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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