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NCT Number: NCT07226271

Consumer Perceptions of Alcoholic Beverages

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.

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Key information

Conditions

Health Behavior Behavior

Age range

21 year–99 year

Sex eligibility

All sexes

Study type

Interventional

Phase

Not applicable

Primary location

University of North Carolina at Chapel Hill, Department of Radiation Oncology

Chapel Hill, North Carolina, 27599, United States

Location status: Recruiting

Location contact

Phoebe Ruggles, MS

CONTACT

[email protected]

919-445-6911

Phoebe Ruggles, MS

PRINCIPAL_INVESTIGATOR

About this study

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.

Who can participate

Healthy volunteers accepted: Yes

Only the study team can determine whether someone qualifies for participation.

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

Treatment and study plan

Natural Claim

Behavioral

Participants assigned to this condition will view three alcoholic beverages that carry the following claim: All natural flavors

Sugar Claim

Behavioral

Participants assigned to this condition will view three alcoholic beverages that carry the following claim: Zero sugar

Fruit Claim

Behavioral

Participants assigned to this condition will view three alcoholic beverages that carry the following claim: Made with real fruit

Primary outcomes

  1. Openness to consume

    Time frame: Baseline

    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.

Secondary outcomes

  1. Perceived healthfulness

    Time frame: Baseline

    Measured using the following survey item: "How healthy or unhealthy would it be for you to consume one serving of this drink per day?" Response options are on a 5-point scale ranging from "Very unhealthy", coded as 1 to "Very healthy", coded as 5.

  2. Perceived alcohol content

    Time frame: Baseline

    Measured using the following survey item: "What percentage alcohol by volume (ABV) do you think this drink contains?" Response option will use a slider scale with values ranging from 0% to 100%.

  3. Perceived calorie content

    Time frame: Baseline

    Measured using the following survey item: "How many calories do you think one serving of this drink contains?" Response option will be a free numeric response ranging from 0-700.

  4. Cancer risk perceptions

    Time frame: Baseline

    Measured using the following survey item: "Indicate how much you disagree or agree with the following statement: Drinking this product would increase my risk of cancer." Response options are on a 5-point scale ranging from "Strongly disagree", coded as 1 to "Strongly agree", coded as 5.

Study contacts

Contact information is provided by the study sponsor or research team.

Marissa G Hall, PhD

CONTACT

[email protected]

919-445-1310

Phoebe R Ruggles, MS

CONTACT

[email protected]

707-496-5694

Sponsors and collaborators

Lead sponsor

UNC Lineberger Comprehensive Cancer Center

Other

Registry information

Important dates

Study start
2025
Primary completion
2026
Study completion
2026
First posted
Nov 10, 2025
Registry last updated
Jun 25, 2026

OpenTrials presents study information sourced from ClinicalTrials.gov. The official registry record should be consulted for the latest information.

View the official ClinicalTrials.gov record (opens in a new tab)

This listing is for discovery and informational purposes only. It is not medical advice, does not guarantee that a study is recruiting, and does not determine eligibility. Contact the study team and a qualified healthcare professional when considering participation.

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