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Testimonial

I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

Attitude Toward the Responsible Drinking Ad (Challenge Appraisals)

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.