understanding of normative opinions, such norms
are important precursors to the moral logics that,
ultimately, inform behavior and practice. Also, a
long history of research has demonstrated that selfreport
data, particularly self-report data collected
on socially sensitive topics including smoking,
alcohol abuse and related social norms, when
matched with physiological data, demonstrate
remarkably strong reliability and validity (Babor
et al., 2000; Cooper et al., 1981; Freier et al.,
1991; Patrick et al., 1994).