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Belief
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Frequency
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Volume
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Income
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Age
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Drinking baijiu is healthy
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r = .338**
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rS = .298**
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r = .243**
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r = .081**
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Cultural importance of baijiu
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r = .111**
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rS = .119**
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rho = .071**
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rS = −.025
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Tradition dictates that I should drink baijiu
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r = .266**
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rS = .249**
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r = .154**
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r = .048*
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- r = Pearson’s correlation; rS = Spearman’s Rho; **p < .001; *p < .05
- N = 1992 Chinese adults were surveyed online regarding their consumption of baijiu and their beliefs about its health benefits and cultural value. Participants were asked to rate the extent to which they agreed with the statement that tradition dictated that they should drink baijiu; and that drinking baijiu was healthy. Answers were on a 7-point rating scale, with 1 = strongly disagree and 7 = strongly agree. Participants were also asked to indicate the degree to which they considered Chinese culture an important reason for choosing to drink baijiu. Answers were scored on a 7-point scale from 1 = totally unimportant to 7 = extremely important. Correlations between beliefs about baijiu and: age, income, frequency of consumption and volume consumed per month were calculated using Pearson’s correlation, or Spearman’s Rho as appropriate. Positive associations indicate that higher belief is associated with higher age, income, frequency of consumption, and volume consumed
