The Marketing Scales Handbook is indispensable 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.
Support for Lowering the Minimum Drinking Age
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.
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