Consumer Perceptions of Alcoholic Beverages
UNC Lineberger Comprehensive Cancer Center
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.
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…
Eligibility
- Age range
- 21–99 years
- Sex
- All
- 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
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
Location
- University of North Carolina at Chapel Hill, Department of Radiation OncologyChapel Hill, North Carolina