Consumer Perceptions of Alcoholic Beverages
1 other identifier
interventional
1,500
1 country
1
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.
Trial Health
Trial Health Score
Automated assessment based on enrollment pace, timeline, and geographic reach
participants targeted
Target at P75+ for not_applicable
Started Oct 2025
1 active site
Health score is calculated from publicly available data and should be used for screening purposes only.
Trial Relationships
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Study Timeline
Key milestones and dates
Study Start
First participant enrolled
October 10, 2025
CompletedFirst Submitted
Initial submission to the registry
November 3, 2025
CompletedFirst Posted
Study publicly available on registry
November 10, 2025
CompletedPrimary Completion
Last participant's last visit for primary outcome
September 17, 2026
ExpectedStudy Completion
Last participant's last visit for all outcomes
September 17, 2026
November 10, 2025
November 1, 2025
11 months
November 3, 2025
November 5, 2025
Conditions
Outcome Measures
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.
Baseline
Secondary Outcomes (4)
Perceived healthfulness
Baseline
Perceived alcohol content
Baseline
Perceived calorie content
Baseline
Cancer risk perceptions
Baseline
Study Arms (4)
Natural Claim
EXPERIMENTALSugar Claim
EXPERIMENTALFruit Claim
EXPERIMENTALNo-claim Control
NO INTERVENTIONInterventions
Participants assigned to this condition will view three alcoholic beverages that carry the following claim: All natural flavors
Participants assigned to this condition will view three alcoholic beverages that carry the following claim: Zero sugar
Participants assigned to this condition will view three alcoholic beverages that carry the following claim: Made with real fruit
Eligibility Criteria
You may qualify if:
- Adults ages 21 years and older
- Consumed alcohol at least once in the last year
- Able to complete a survey in English
You may not qualify if:
- \- Not living in the US
Contact the study team to confirm eligibility.
Sponsors & Collaborators
Study Sites (1)
University of North Carolina at Chapel Hill, Department of Radiation Oncology
Chapel Hill, North Carolina, 27599, United States
Related Links
MeSH Terms
Conditions
Condition Hierarchy (Ancestors)
Study Officials
- PRINCIPAL INVESTIGATOR
Phoebe R Ruggles, MS
UNC-Chapel Hill
Central Study Contacts
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
November 3, 2025
First Posted
November 10, 2025
Study Start
October 10, 2025
Primary Completion (Estimated)
September 17, 2026
Study Completion (Estimated)
September 17, 2026
Last Updated
November 10, 2025
Record last verified: 2025-11
Data Sharing
- IPD Sharing
- Will not share