Breast Cancer, Cancer
Conditions
Brief summary
The primary objective of this study is to examine how exposure to pinkwashed alcohol advertisements (i.e., ads that associate the company with breast cancer awareness or charities) affects consumers' perceptions that alcohol increases the risk of breast cancer. The investigators will randomize participants to view 3 'pinkwashed' social media advertisements for alcohol or 3 control advertisements for alcohol (i.e., 'de-pinked' standard alcohol advertisements that match the intervention advertisements on overall design but do not mention breast cancer). Each participant will view the 3 advertisements for their arm (presented in random order) and respond to survey questions programmed in Qualtrics.
Interventions
BEHAVIORALPinkwashed Advertisements
Real advertisements from alcoholic beverage companies' social media accounts that contain messaging or other features that associate the alcohol company with breast cancer awareness or research.
BEHAVIORALControl - Standard Advertisements
Real advertisements from the same alcoholic beverage companies' social media accounts that do not contain messaging or other features associated with breast cancer awareness or research.
Sponsors
University of North Carolina, Chapel Hill
Study design
Allocation
RANDOMIZED
Intervention model
PARALLEL
Primary purpose
PREVENTION
Masking
NONE
Eligibility
Sex/Gender
ALL
Age
18 Years to No maximum
Healthy volunteers
Yes
Inclusion criteria
* 18 years old or older
Exclusion criteria
* Less than 18 years old
Design outcomes
Primary
| Measure | Time frame | Description |
|---|---|---|
| Breast cancer risk perceptions | During ~20 minute online survey | This outcome will be measured with an adapted item from the HINTS (2020) survey. The question is worded In your opinion, how much does drinking \[wine/beer/liquor\] affect the risk of developing each of the following outcomes... Breast cancer. Response options are on a five point likert-type scale ranging from Decreases risk a lot (=1) to Increases risk a lot (=5). Participants will be asked to respond to this item three times, once for each type of alcoholic beverage presented (wine, beer, liquor). Scores from the three items will then be averaged for analyses. Higher scores indicate higher risk perceptions. |
Secondary
| Measure | Time frame | Description |
|---|---|---|
| Perceived social responsibility of brand | During ~20 minute online survey | This outcome will be measured with one item adapted from Nan & Heo (2017). The question will read: How socially responsible do you think the company that makes this product is? and will be measured with a 5-point likert-type response scale ranging from Very socially irresponsible (1) to Very socially responsible (5). Higher scores indicate perceptions of social responsibility. |
| Favorable attitudes toward brand | During ~20 minute online survey | This outcome will be measured with one item adapted from Nan & Heo (2017). The question will read: How do you feel about the company that makes this product? and will be measured with a 5-point likert-type response scale ranging from Dislike it a lot (1) to Like it a lot (5). Higher scores indicate more favorable attitudes. |
| Purchase intentions | During ~20 minute online survey | This outcome will be measured with one item adapted from Hall et al (2020). The question will display all three advertisements that the participant was exposed to (either pinkwashed or control). It will then query: How likely would you be to buy any of these products in the next 4 weeks, if they were available? and will be measured with a 5-point likert-type response scale ranging from Not at all likely (1) to Extremely likely (5). Higher scores indicate greater purchase intentions. |
| Perceived misleadingness of ads | During ~20 minute online survey | Measure of how misleading a participant perceives the advertisement. Assessed with 1 item adapted from Hall et al. 2020 |
| Support for breast cancer warnings | During ~20 minute online survey | Measure of participant support of including breast cancer warning labels on alcoholic beverage products. Assessed with 1 item adapted from Hall et al. 2018 |
| Perceived product healthfulness | During ~20 minute online survey | This outcome will be measured with one item adapted from Bollard et al (2016). The question will read: How healthy or unhealthy do you think it is to drink this product? and will be measured with a 5-point likert-type response scale ranging from Very unhealthy (1) to Very healthy(5). Higher scores indicate greater healthfulness perceptions. |
| Mouth and throat cancer risk perceptions | During ~20 minute online survey | This outcome will be measured with an adapted item from the HINTS (2020) survey. The question is worded In your opinion, how much does drinking \[wine/beer/liquor\] affect the risk of developing each of the following outcomes... Mouth and throat cancer. Response options are on a five point likert-type scale ranging from Decreases risk a lot (=1) to Increases risk a lot (=5). Participants will be asked to respond to this item three times, once for each type of alcoholic beverage presented (wine, beer, liquor). Scores from the three items will then be averaged for analyses. Higher scores indicate higher risk perceptions. |
| Liver cancer risk perceptions | During ~20 minute online survey | This outcome will be measured with an adapted item from the HINTS (2020) survey. The question is worded In your opinion, how much does drinking \[wine/beer/liquor\] affect the risk of developing each of the following outcomes... Liver cancer. Response options are on a five point likert-type scale ranging from Decreases risk a lot (=1) to Increases risk a lot (=5). Participants will be asked to respond to this item three times, once for each type of alcoholic beverage presented (wine, beer, liquor). Scores from the three items will then be averaged for analyses. Higher scores indicate higher risk perceptions. |
| Liver disease risk perceptions | During ~20 minute online survey | This outcome will be measured with an adapted item from the HINTS (2020) survey. The question is worded In your opinion, how much does drinking \[wine/beer/liquor\] affect the risk of developing each of the following outcomes... Liver disease. Response options are on a five point likert-type scale ranging from Decreases risk a lot (=1) to Increases risk a lot (=5). Participants will be asked to respond to this item three times, once for each type of alcoholic beverage presented (wine, beer, liquor). Scores from the three items will then be averaged for analyses. Higher scores indicate higher risk perceptions. |
| Hypertension risk perceptions | During ~20 minute online survey | This outcome will be measured with an adapted item from the HINTS (2020) survey. The question is worded In your opinion, how much does drinking \[wine/beer/liquor\] affect the risk of developing each of the following outcomes...Hypertension. Response options are on a five point likert-type scale ranging from Decreases risk a lot (=1) to Increases risk a lot (=5). Participants will be asked to respond to this item three times, once for each type of alcoholic beverage presented (wine, beer, liquor). Scores from the three items will then be averaged for analyses. Higher scores indicate higher risk perceptions. |
| Stomach cancer risk perceptions | During ~20 minute online survey | This outcome will be measured with an adapted item from the HINTS (2020) survey. The question is worded In your opinion, how much does drinking \[wine/beer/liquor\] affect the risk of developing each of the following outcomes... Stomach cancer. Response options are on a five point likert-type scale ranging from Decreases risk a lot (=1) to Increases risk a lot (=5). Participants will be asked to respond to this item three times, once for each type of alcoholic beverage presented (wine, beer, liquor). Scores from the three items will then be averaged for analyses. Higher scores indicate higher risk perceptions. |
Countries
United States
Outcome results
None listed