NCT07226271

Consumer Perceptions of Alcoholic Beverages

• Status: Recruiting
• Phase: N/A
• Study type: Interventional
• Enrollment: 1,500 (estimated)
• Sponsor: UNC Lineberger Comprehensive Cancer Center · Academic / Other
• Sex: All
• Age: 21 Years – 99 Years
• Healthy volunteers: Accepted

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.

Detailed 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 their assigned condition. After viewing each product, they will respond to survey items assessing their perceptions and intentions to consume the product.

Conditions

• Health Behavior

Interventions

Type	Name	Description
BEHAVIORAL	Natural Claim	Participants assigned to this condition will view three alcoholic beverages that carry the following claim: All natural flavors
BEHAVIORAL	Sugar Claim	Participants assigned to this condition will view three alcoholic beverages that carry the following claim: Zero sugar
BEHAVIORAL	Fruit Claim	Participants assigned to this condition will view three alcoholic beverages that carry the following claim: Made with real fruit

Timeline

• Start date: 2025-10-10
• Primary completion: 2026-09-17
• Completion: 2026-09-17
• First posted: 2025-11-10
• Last updated: 2025-11-10

Locations

1 site across 1 country: United States