Table 1 Factor loadings of scale items reproduced by individual PCAs for each construct

Rejection of health warning labels (HWLs)

75.0%

0.83

0.90

 “The depicted warning label is exaggerated.”

0.89

 “The depicted warning label is manipulative.”

0.84

 “The depicted warning label bothers me.”

0.87

HWLs’ perceived effectiveness

51.3 %

0.89

0.93

 “The depicted warning label causes people to drink less alcohol.”

0.87

 “The depicted warning label is effective.”

0.86

 “The depicted warning label leads people to rethink their alcohol consumption.”

0.86

 “The depicted warning label is helpful to reduce alcohol consumption in society.”

0.89

Social norms

65.7 %

0.91

0.93

 “If you have visitors, it is rude not to offer wine (or vodka).”

0.76

 “A special occasion comes with drinking a glass of wine (or vodka).”

0.87

 “It is normal to toast with wine (or vodka) in front of children.”

0.71

 “Drinking a glass of wine (or vodka) after work with colleagues is normal.”

0.79

 “A nice dinner includes a glass of wine (or vodka).”

0.90

 “Celebrating something comes with toasting with a glass of wine (or vodka).”

0.90

 “There is nothing unusual about drinking a glass of wine (or vodka) during the week.”

0.71

Positive health effects of wine (or vodka)

58.7 %

0.82

0.88

 “Moderate consumption of wine (or vodka) is healthy.”

0.86

 “Wine (or vodka) consumption prevents cardiovascular disease.”

0.81

 “If you only consume small amounts of wine (or vodka), you can drink every day.”

0.85

 “Wine (or vodka) consumption is only dangerous if you get drunk.”

0.68

Benefits of drinking alcohol

62.6 %

0.88

0.91

 “Alcohol facilitates contact with peers.”

0.83

 “When drinking alcohol, you have more fun.”

0.83

 “Alcohol helps you relax.”

0.77

 “Alcohol facilitates sexual encounters.”

0.78

 “Alcohol makes it easier to handle stress.”

0.83

 “Alcohol gives people something to do.”

0.69

Individualistic values

 “The government should do more to advance society’s goals, even if that means limiting the freedom and choices of individuals.” (recoded)

 “It’s not the government’s business to try to protect people from themselves.”

 “The government intervenes far too much in our everyday lives.”

 “Sometimes, the government needs to make laws that keep people from hurting themselves.” (recoded)

 “The government should stop telling people how to live their lives.”