Health TrialsbyHealthPanel

Consumer Perceptions of Alcoholic Beverages

ConditionHealth Behavior
Trial statusRecruiting
Trial phaseNot applicable
Trial typeInterventional
Biological sexAll
Age21-99
SponsorUNC Lineberger Comprehensive Cancer Center

About this trial

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.

Eligibility criteria

This trial accepts healthy volunteers

Qualifiers

Adults ages 21 years and older

Consumed alcohol at least once in the last year

Able to complete a survey in English

Disqualifiers

None

Trial design

Design model

Parallel

Treatments tested in this trial

  • Natural Claim

    Behavioral

    Participants assigned to this condition will view three alcoholic beverages that carry the following claim: All natural flavors

  • Sugar Claim

    Behavioral

    Participants assigned to this condition will view three alcoholic beverages that carry the following claim: Zero sugar

  • Fruit Claim

    Behavioral

    Participants assigned to this condition will view three alcoholic beverages that carry the following claim: Made with real fruit

Treatment groups

1,500 Participants
are divided into 4 treatment groups
Group A: Natural ClaimExperimental treatment 1 intervention
Group B: Sugar ClaimExperimental treatment 1 intervention
Group C: Fruit ClaimExperimental treatment 1 intervention
Group D: No-claim ControlNo intervention 0 interventions

Trial outcomes

Primary outcomes

1

Openness to consume

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.

Time frame
Baseline

Secondary outcomes

1

Perceived healthfulness

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.

Time frame
Baseline
2

Perceived alcohol content

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%.

Time frame
Baseline
3

Perceived calorie content

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.

Time frame
Baseline
4

Cancer risk perceptions

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.

Time frame
Baseline

Other outcomes

Sponsors and contacts

Click on the lead sponsor to view all of their trials.

UNC Lineberger Comprehensive Cancer Center

Lead sponsor

Source ClinicalTrials.gov
Apply now