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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

alcohol

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