The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
drink
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.
The extent to which a person feels he/she has used or consumed an adequate amount of a product in a particular instance is measured with ten, seven-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.
How much a person likes a beverage based on the way it looks and tastes is measured with four, seven-point items.
The scale has three, seven-point items that measure a person’s willingness to engage in behaviors that support the lowering of the minimum age to legally consumer alcoholic drinks.
The response a person has to an advertisement promoting responsible drinking is measured with three, seven-point items. Specifically, the scale focuses on the degree to which a person worries about the negative consequences that could be experienced if he/she drinks irresponsibly.
The scale measures a person's response to an advertisement promoting responsible drinking. Three, seven-point items are used to measure the likelihood a person will respond successfully to the ad by drinking responsibly.
How much a person likes a new food or beverage product and expects it to be successful when it goes on sale is measured with four, seven-point Likert-type items.
One's assessment of something that has been tasted is measured in this scale using three, nine-point items.
Composed of five, seven-point semantic differentials, this scale is intended to measure the desirability of a food to a person and his/her willingness to pay a lot for it. The items seem to be amenable for use with beverages as well.
