If I’m openly hostile towards other people who’ve had to much to drink, that’s as much a reflection of my values as my own behaviors. If, for instance, I endorse a return to Prohibition or if I believe a coworker who drinks on the job should be fired (or arrested), then I am expressing a value independent of my consumption habits. Using “drunk” or “lush” as a slur, accusing people of being drunk when they make mistakes or disagree with me, etc, etc. All signals that I consider excess alcohol consumption a moral failing.

Ah, yes, I see where you're getting at. I'm thinking about this in terms of "I have values as an individual, and here's how they relate to my behavior" but you're absolutely right that my values extend to how I perceive others, regardless of my own behavior. In that sense, it definitely matters what I say and how I feel about those values, even if I'm a hypocrite.

I agree that a simple survey answer “Is alcoholism Good / Bad / Neutral?” might not be the best method of evaluating merit. But you can definitely probe deeper, asking how someone might respond to the consumption and inebriated behaviors of a neighbor, friend, family member, or coworker, in order to establish morality.

I've done a bit of survey design stuff over the years and I've found that asking people about their perception of others is a great way of getting to a more authentic answer about their own beliefs. It can then be used as a cross reference to what they say about themselves. Good addition.

Regardless, I acknowledge I'm being overly prescriptive in some ways here and there's a lot of nuance in this discussion. 'Values' are a complex issue, and more than anything I'm poking at whether this study is saying what it appears to be saying.