A six-item, seven-point semantic differential scale measuring a person's overall attitude toward a specific game, capturing evaluative dimensions including appeal, pleasantness, dynamism, attractiveness, entertainment value, and perceived benefit. The scale was used in an experiment in which participants played an online advergame — a video game in which a brand is strategically embedded — and subsequently evaluated the game. Results demonstrated that the affective valence of the game content spills over to brand attitudes through evaluative conditioning, with violent game content producing less favourable brand associations. The handbook notes the scale may be adaptable for use with games that are watched rather than played (e.g., professional sports), though psychometric re-examination would be recommended.
7-point bi-polar semantic differential; appropriate stem or instructions required to focus responses on the specific game
Full scale items shown. Always cite the original source when using this scale in research.
The scale was cited by the authors as adapted from MacKenzie & Lutz (1989, Journal of Marketing, 53(April), 48-65), but the handbook notes that the items show considerably more overlap with Muehling (1987, Journal of Advertising, 16(4), 43-49). Either way, both prior sources are A or A* ranked. Item 6 ('depressing / beneficial') uses an unusual bi-polar pair — 'depressing' and 'beneficial' are not natural semantic opposites. Researchers should note this item may capture a slightly different dimension and consider its theoretical fit before including it. An appropriate game-specific stem or instruction set should be used with these items to anchor respondents' evaluations to the focal game. Related scales in the database: Attitude Toward In-Game Advertising (IDs 2167-2169, Poels et al.) measure attitudes toward the practice of in-game advertising rather than attitude toward a game itself.
Waiguny, M.K.J., Nelson, M.R., & Marko, B. (2013). How advergame content influences explicit and implicit brand attitudes: When violence spills over. Journal of Advertising, 42(2-3), 155-169.
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