Attitude Toward Playing the Game

What it measures

A three-item scale measuring a consumer's overall enjoyment of and positive attitude toward a specific video game they have just played. Items assess hedonic enjoyment, willingness to re-engage, and overall liking of the game experience. Developed to operationalise consumer demand for a hedonic experience as a dependent variable, the scale captures post-experience attitude toward the activity rather than a generalised gaming disposition.

Representative items

• I liked playing the game.
• I enjoyed playing the game.
• I would play this game again.

Citation

Murray, Kyle B. and Steven Bellman (2011). Productive play time: The effect of practice on consumer demand for hedonic experiences. Journal of the Academy of Marketing Science, 39(3), 376–391.