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.

Response format

Likert (format not specified)

Scale items

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

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Two reliability estimates: α = .88 (Experiment 1) and α = .90 (Experiment 2) — Murray & Bellman (2011). VALIDITY: Discriminant validity demonstrated against a video game playing frequency measure; AVE = .75 in both experiments. NOTE: Response format not specified. The scale was used to operationalise 'demand' for a hedonic experience in an experimental context where participants played a specific game — items reference 'the game' and require a clear referent in the study design. Applicable to other hedonic experience types with minor item adaptation (e.g., 'I liked watching the show', 'I would watch it 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.

Keywords