Measuring Alcohol Marketing Engagement: The Development and Psychometric Properties of the Alcohol Marketing Engagement Scale.

Ample evidence exists in support of the influence of media, both traditional and electronic, on perceptions and engagement with alcohol marketing. We describe the development, calibration, and evidence for technical quality and utility for a new measure, the Alcohol Marketing Engagement Scale. Using two samples of college undergraduates (n1 = 199, n2 = 732), we collected field test responses to a total of 13 items. Initial support for scale validity is presented via correlations with attributes previously shown to be related to alcohol engagement. While the joint map of estimated scale locations of items and respondents indicates the need for further scale development, the results of the present analyses are promising. Implications for use in research are discussed.