Study on How Marketing Claims Affect Adults Views and Drinking Intentions for Alcoholic Beverages

What this Trial Is About

This research aims to evaluate how marketing claims on alcoholic beverage packaging influence consumers perceptions and intentions to drink these products. The study focuses on adults aged 21 years and older who have consumed alcohol within the past year. Participants will be randomly assigned to view images of alcoholic beverages featuring different marketing claims or no claims, to understand the impact of these claims on consumer behavior. Participants will be exposed to three types of alcohol productsbeer, hard seltzer, and flavored malt beverageeach presented with one of three marketing claims All natural flavors, Zero sugar, or Made with real fruit, or with no claim as a control. This intervention is delivered entirely online where participants view the images in a randomized order according to their assigned group. During the study, participants will complete surveys assessing their perceptions of the products including openness to consume, perceived healthfulness, alcohol content, calorie content, and cancer risk perceptions. The study is designed to gather data at baseline and will involve random allocation without masking. Participant involvement consists of viewing the assigned product images and answering survey questions about their perceptions and intentions.

Consumer Perceptions of Alcoholic Beverages