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Testimonial

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.
Dr. Terry Childers
Iowa State University

intoxication

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 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.