NCT05700019

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.

Trial Health

87
On Track

Trial Health Score

Automated assessment based on enrollment pace, timeline, and geographic reach

Enrollment
602

participants targeted

Target at P75+ for not_applicable breast-cancer

Timeline
Completed

Started Jan 2023

Geographic Reach
1 country

1 active site

Status
completed

Health score is calculated from publicly available data and should be used for screening purposes only.

Trial Relationships

Click on a node to explore related trials.

Study Timeline

Key milestones and dates

Study Start

First participant enrolled

January 11, 2023

Completed
6 days until next milestone

First Submitted

Initial submission to the registry

January 17, 2023

Completed
2 days until next milestone

Primary Completion

Last participant's last visit for primary outcome

January 19, 2023

Completed
Same day until next milestone

Study Completion

Last participant's last visit for all outcomes

January 19, 2023

Completed
7 days until next milestone

First Posted

Study publicly available on registry

January 26, 2023

Completed
Last Updated

November 13, 2023

Status Verified

January 1, 2023

Enrollment Period

8 days

First QC Date

January 17, 2023

Last Update Submit

November 9, 2023

Conditions

Breast CancerCancer

Outcome Measures

Primary Outcomes (1)

  • Breast cancer risk perceptions

    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.

    During ~20 minute online survey

Secondary Outcomes (11)

  • Perceived product healthfulness

    During ~20 minute online survey

  • Perceived social responsibility of brand

    During ~20 minute online survey

  • Favorable attitudes toward brand

    During ~20 minute online survey

  • Purchase intentions

    During ~20 minute online survey

  • Perceived misleadingness of ads

    During ~20 minute online survey

  • +6 more secondary outcomes

Study Arms (2)

Control - Standard Advertisements

OTHER

In the control condition, participants will view 3 advertisements for alcohol (shown in random order) that do not mention breast cancer awareness or charities. Advertisements will be real social media posts used by alcohol companies, modified only to remove dates, likes/comments, and references to specific geographic locations.

Behavioral: Control - Standard Advertisements

Pinkwashed Advertisements

EXPERIMENTAL

In the pinkwashed condition, participants will view 3 advertisements for alcohol (shown in random order) that associate the alcohol company with breast cancer awareness or research (e.g., indicate that a portion of sales will be directed to a breast cancer-related foundation). Advertisements will be real social media posts used by alcohol companies, modified only to remove dates, likes/comments, and references to specific geographic locations.

Behavioral: Pinkwashed Advertisements

Interventions

Pinkwashed AdvertisementsBEHAVIORAL

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.

Pinkwashed Advertisements
Control - Standard AdvertisementsBEHAVIORAL

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.

Control - Standard Advertisements

Eligibility Criteria

Age18 Years+
Sexall
Healthy VolunteersYes
Age GroupsAdult (18-64), Older Adult (65+)

You may qualify if:

  • years old or older

You may not qualify if:

  • Less than 18 years old

Contact the study team to confirm eligibility.

Sponsors & Collaborators

Study Sites (1)

UNC - Chapel Hill

Chapel Hill, North Carolina, 27516, United States

Location

Related Publications (4)

  • Nan X, Heo K. Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing. Journal of Advertising. 2007;36(2):63-74. doi:10.2753/JOA0091-3367360204

    BACKGROUND

  • Hall MG, Lazard AJ, Grummon AH, Mendel JR, Taillie LS. The impact of front-of-package claims, fruit images, and health warnings on consumers' perceptions of sugar-sweetened fruit drinks: Three randomized experiments. Prev Med. 2020 Mar;132:105998. doi: 10.1016/j.ypmed.2020.105998. Epub 2020 Jan 23.

    PMID: 31982477BACKGROUND

  • Bollard T, Maubach N, Walker N, Ni Mhurchu C. Effects of plain packaging, warning labels, and taxes on young people's predicted sugar-sweetened beverage preferences: an experimental study. Int J Behav Nutr Phys Act. 2016 Sep 1;13(1):95. doi: 10.1186/s12966-016-0421-7.

    PMID: 27580589BACKGROUND

  • Hall MG, Marteau TM, Sunstein CR, Ribisl KM, Noar SM, Orlan EN, Brewer NT. Public support for pictorial warnings on cigarette packs: an experimental study of US smokers. J Behav Med. 2018 Jun;41(3):398-405. doi: 10.1007/s10865-018-9910-2. Epub 2018 Feb 6.

    PMID: 29411272BACKGROUND

Related Links

MeSH Terms

Conditions

Breast NeoplasmsNeoplasms

Condition Hierarchy (Ancestors)

Neoplasms by SiteBreast DiseasesSkin DiseasesSkin and Connective Tissue Diseases

Study Officials

  • Marissa G Hall, PhD

    UNC-Chapel Hill

    PRINCIPAL INVESTIGATOR

  • Anna H Grummon, PhD

    Stanford Univeristy

    PRINCIPAL INVESTIGATOR

  • Kurt Ribsl, PhD

    UNC-Chapel Hill

    PRINCIPAL INVESTIGATOR

Study Design

Study Type
interventional
Phase
not applicable
Allocation
RANDOMIZED
Masking
NONE
Purpose
PREVENTION
Intervention Model
PARALLEL
Sponsor Type
OTHER
Responsible Party
SPONSOR

Study Record Dates

First Submitted

January 17, 2023

First Posted

January 26, 2023

Study Start

January 11, 2023

Primary Completion

January 19, 2023

Study Completion

January 19, 2023

Last Updated

November 13, 2023

Record last verified: 2023-01

Data Sharing

IPD Sharing
Will share

The investigators will share our deidentified individual participant data, as well as our statistical analysis plan and analytic code on Open Science Framework (OSF), a publicly available data repository.

Shared Documents
SAP, ANALYTIC CODE
Time Frame
The deidentified dataset, SAP, and analytic code will be posted to OSF within 6 months of results publication. Materials will be available for 7 years after initial posting.
Access Criteria
There will be no access criteria; information will posted on a publicly available repository.
More information

Locations

US(1)