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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

intoxication

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 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.

A person's admission to having been under the influence of some intoxicating substance and then behaving inappropriately in a hospitality-based environment is measured with five, seven-point Likert-type items.

The scale uses eight short phrases to measure the extent to which a person believes that use of a product will have consequences that are good and enjoyable.

Eight, five-point phrases are used in this scale to measure the extent to which a person believes that use of a product will result in bad physical and/or social consequences. The set of items is most relevant for consumption of alcohol but might be modified a little for related substances such as drugs.

The scale is composed of six, five-point semantic differentials assessing a person's stereotypic beliefs about people who consume alcohol.