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.
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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