The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
alcohol
The degree to which a person states that he/she is likely to consume alcohol in the next year is measured with three, five-point items.
With three Likert-type items, the scale measures a person’s belief that drinking alcohol in excess is not a behavior in which he/she desires to engage.
The scale is composed of six, five-point semantic differentials assessing a person's stereotypic beliefs about people who consume alcohol.
