How marketing claims on alcohol labels shape drinkers' perceptions
Consumer Perceptions of Alcoholic Beverages
NA · UNC Lineberger Comprehensive Cancer Center · NCT07226271
This online test will see if common marketing claims on alcoholic beverage packaging change perceptions and intentions to drink among U.S. adults 21 and older who have consumed alcohol in the past year.
Quick facts
| Phase | NA |
|---|---|
| Study type | Interventional |
| Enrollment | 1500 (estimated) |
| Ages | 21 Years to 99 Years |
| Sex | All |
| Sponsor | UNC Lineberger Comprehensive Cancer Center (other) |
| Locations | 1 site (Chapel Hill, North Carolina) |
| Trial ID | NCT07226271 on ClinicalTrials.gov |
What this trial studies
This online randomized experiment will enroll about 1,500 U.S. adults age 21+ who drank alcohol in the past year. After consent, participants are randomly assigned to view images of three alcohol products (beer, hard seltzer, and a flavored malt beverage) labeled with either a 'natural' claim, a 'sugar' claim, a 'fruit' claim, or no claim. Products are shown in random order within each condition and participants complete survey items about their perceptions and intentions to consume each product. The study collects basic demographic and drinking-history information and is administered by UNC Lineberger, with all participation completed online.
Who should consider this trial
Good fit: Ideal participants are U.S. residents age 21 or older who have consumed alcohol at least once in the past year and can complete an English-language online survey.
Not a fit: People under 21, those who have not consumed alcohol in the past year, non-U.S. residents, and individuals unable to complete surveys in English are not eligible and would not benefit from participating.
Why it matters
Potential benefit: If certain claims are shown to increase perceived healthfulness or drinking intentions, the findings could inform labeling policy and public-health efforts to reduce misleading marketing.
How similar studies have performed: Prior experimental work has shown that 'natural' or low-sugar claims can alter perceived healthfulness and sometimes increase purchase or consumption intentions, though results vary by claim and product.
Eligibility criteria
Show full inclusion / exclusion criteria
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
Where this trial is running
Chapel Hill, North Carolina
- University of North Carolina at Chapel Hill, Department of Radiation Oncology — Chapel Hill, North Carolina, United States (RECRUITING)
Study contacts
- Principal investigator: Phoebe R Ruggles, MS — UNC-Chapel Hill
- Study coordinator: Phoebe R Ruggles, MS
- Email: pruggles@unc.edu
- Phone: 707-496-5694
How to participate
- Review the eligibility criteria above with your treating physician.
- Visit the official trial page on ClinicalTrials.gov for the most current contact information and recruitment status.
- Contact the listed study coordinator or principal investigator to request pre-screening. Pre-screening is free and never obligates you to enroll.
Conditions: Health Behavior