Marketing Claims for Alcoholic Beverage Perceptions
What You Need to Know Before You Apply
What is the purpose of this trial?
This trial explores how various marketing claims on alcoholic beverage packaging affect people's thoughts and choices about drinking. Participants will view images of drinks such as beer and hard seltzer with claims like "fruit," "natural," or "sugar," and share their perceptions and willingness to drink them. It is suitable for adults in the U.S. who have consumed alcohol at least once in the past year and can complete a survey in English. As an unphased study, this trial allows participants to contribute to understanding consumer behavior and marketing impact.
Will I have to stop taking my current medications?
The trial information does not specify whether you need to stop taking your current medications.
What prior data suggests that these marketing claims are safe for consumer perceptions?
Research has shown that words like "natural," "sugar," and "fruit" on alcoholic drinks influence perception rather than safety. No evidence supports that these words make the drinks safer. For instance, studies have found that people often perceive drinks labeled "natural" or "sugar" as healthier, but this is merely a belief.
One study found that people, especially young women, considered these drinks healthier due to the labels. However, this perception does not make the drinks actually safer or healthier. This trial examines how marketing claims affect perceptions, not the drinks themselves, so participants face no direct safety risk.12345Why are researchers excited about this trial?
Researchers are excited about this trial because it explores how different marketing claims—such as "Fruit," "Natural," and "Sugar"—affect perceptions of alcoholic beverages. Unlike most studies that focus on the health impacts of ingredients themselves, this trial zeroes in on the psychological and behavioral effects of marketing language. This approach could reveal how simple label changes might influence consumer choices and brand perception, potentially shifting industry practices. By understanding these dynamics, companies might better tailor their marketing strategies, leading to more informed consumer decisions.
What evidence suggests that this trial's treatments could be effective?
This trial will compare the effects of different marketing claims on perceptions of alcoholic beverages. In the "Fruit Claim" arm, studies have indicated that health-focused labels can make these products more appealing and alter perceptions of their risks, particularly for those interested in health or weight loss. In the "Natural Claim" arm, evidence suggests that consumers often perceive products with health-related marketing as healthier, even if they are not. Regarding the "Sugar Claim" arm, while some people may view these products more positively, studies have found no significant impact on actual consumption among young women. Overall, these claims can influence how people think about and choose alcoholic drinks, even if they don't always change drinking habits.12367
Who Is on the Research Team?
Phoebe R Ruggles, MS
Principal Investigator
UNC-Chapel Hill
Are You a Good Fit for This Trial?
This trial is for individuals who consume alcohol and are interested in how marketing claims on alcoholic beverage packaging might influence their perceptions and intentions to drink. Specific eligibility criteria have not been provided, so it's open to a broader audience within the scope of the study.Inclusion Criteria
Exclusion Criteria
Timeline for a Trial Participant
Screening
Participants are screened for eligibility to participate in the trial
Online Assessment
Participants are randomized to view images of alcoholic beverages with marketing claims and respond to survey items assessing perceptions and intentions
Follow-up
Participants are monitored for any changes in perceptions and intentions after the initial assessment
What Are the Treatments Tested in This Trial?
Interventions
- Fruit Claim
- Natural Claim
- Sugar Claim
Find a Clinic Near You
Who Is Running the Clinical Trial?
UNC Lineberger Comprehensive Cancer Center
Lead Sponsor