Health Behavior
Conditions
Brief summary
This study aims to examine the effects of marketing claims on alcoholic beverage packaging on alcohol consumers' perceptions and intentions. Participants will be randomized to view three images of alcoholic beverages (beer, hard seltzer, flavored malt beverage) with one of three marketing claims (or a no claim control), and then queried about their perceptions of the product and intentions to consume the product.
Detailed description
This study aims to assess whether exposure to common marketing claims on alcoholic beverages impact alcohol consumer's perceptions of and intentions to consume the product. We aim to enroll approximately 1,500 adults ages 21 years and older who have consumed alcohol in the past year. This study will be conducted online. After providing informed consent, participants will be randomly assigned to one of four conditions: either one of three marketing claims, or a no-claim control. Participants view three alcohol products (beer, hard seltzer, and flavored malt beverage) in a random order within their assigned condition. After viewing each product, they will respond to survey items assessing their perceptions and intentions to consume the product.
Interventions
BEHAVIORALNatural Claim
Participants assigned to this condition will view three alcoholic beverages that carry the following claim: All natural flavors
BEHAVIORALSugar Claim
Participants assigned to this condition will view three alcoholic beverages that carry the following claim: Zero sugar
BEHAVIORALFruit Claim
Participants assigned to this condition will view three alcoholic beverages that carry the following claim: Made with real fruit
Sponsors
UNC Lineberger Comprehensive Cancer Center
Study design
Allocation
RANDOMIZED
Intervention model
PARALLEL
Primary purpose
PREVENTION
Masking
NONE
Eligibility
Sex/Gender
ALL
Age
21 Years to 99 Years
Healthy volunteers
Yes
Inclusion criteria
* Adults ages 21 years and older * Consumed alcohol at least once in the last year * Able to complete a survey in English
Exclusion criteria
\- Not living in the US
Design outcomes
Primary
| Measure | Time frame | Description |
|---|---|---|
| Openness to consume | Baseline | Measured using four survey items: 1.) "How open are you to trying this drink in the next two weeks?" 2.) "How open are you to buying this drink in the next two weeks? " 3.) "How open are you to consuming one serving of this drink in the next two weeks? One serving of this product is one 12 ounce can or bottle." and 4.) "How open are you to drinking x servings of this drink in one sitting in the next two weeks?" where x = 4 if the participant's gender is female, 5 otherwise Response options are on a 5-point scale with lowest endorsement (Not at all open) coded as 1 and highest endorsement (Extremely open) coded as 5. |
Secondary
| Measure | Time frame | Description |
|---|---|---|
| Perceived healthfulness | Baseline | Measured using the following survey item: "How healthy or unhealthy would it be for you to consume one serving of this drink per day?" Response options are on a 5-point scale ranging from "Very unhealthy", coded as 1 to "Very healthy", coded as 5. |
| Perceived alcohol content | Baseline | Measured using the following survey item: "What percentage alcohol by volume (ABV) do you think this drink contains?" Response option will use a slider scale with values ranging from 0% to 100%. |
| Perceived calorie content | Baseline | Measured using the following survey item: "How many calories do you think one serving of this drink contains?" Response option will be a free numeric response ranging from 0-700. |
| Cancer risk perceptions | Baseline | Measured using the following survey item: "Indicate how much you disagree or agree with the following statement: Drinking this product would increase my risk of cancer." Response options are on a 5-point scale ranging from "Strongly disagree", coded as 1 to "Strongly agree", coded as 5. |
Countries
United States
Contacts
CONTACTPhoebe R Ruggles, MS
CONTACTMarissa G Hall, PhD
PRINCIPAL_INVESTIGATORPhoebe R Ruggles, MS
UNC-Chapel Hill
Outcome results
None listed