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.
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.
