Clinical trial NCT05700019: Effects of 'Pinkwashed' Alcohol Ads in an Online RCT
Official title: Effects of 'Pinkwashed' Alcohol Ads in an Online RCT
Study type: INTERVENTIONAL
Overall status: COMPLETED
Phase: NA
Conditions: Breast Cancer
Cancer
Lead sponsor: University of North Carolina, Chapel Hill
Sponsor class: OTHER
First posted: 2023-01-26
Enrollment: 602
Sex: ALL
Minimum age (years): 18
Standard ages: ADULT
OLDER_ADULT
Accepts healthy volunteers: yes
Allocation: RANDOMIZED
Intervention model: PARALLEL
Primary purpose: PREVENTION

Brief summary: The primary objective of this study is to examine how exposure to "pinkwashed" alcohol advertisements (i.e., ads that associate the company with breast cancer awareness or charities) affects consumers' perceptions that alcohol increases the risk of breast cancer. The investigators will randomize participants to view 3 'pinkwashed' social media advertisements for alcohol or 3 control advertisements for alcohol (i.e., 'de-pinked' standard alcohol advertisements that match the intervention advertisements on overall design but do not mention breast cancer). Each participant will view the 3 advertisements for their arm (presented in random order) and respond to survey questions programmed in Qualtrics.


Eligibility criteria: Inclusion Criteria:

* 18 years old or older

Exclusion Criteria:

* Less than 18 years old

Primary outcomes:
measure: Breast cancer risk perceptions
timeFrame: During ~20 minute online survey
Secondary outcomes:
measure: Perceived product healthfulness
timeFrame: During ~20 minute online survey
measure: Perceived social responsibility of brand
timeFrame: During ~20 minute online survey
measure: Favorable attitudes toward brand
timeFrame: During ~20 minute online survey
measure: Purchase intentions
timeFrame: During ~20 minute online survey
measure: Perceived misleadingness of ads
timeFrame: During ~20 minute online survey
measure: Support for breast cancer warnings
timeFrame: During ~20 minute online survey
measure: Stomach cancer risk perceptions
timeFrame: During ~20 minute online survey
measure: Mouth and throat cancer risk perceptions
timeFrame: During ~20 minute online survey
measure: Liver cancer risk perceptions
timeFrame: During ~20 minute online survey
measure: Liver disease risk perceptions
timeFrame: During ~20 minute online survey
measure: Hypertension risk perceptions
timeFrame: During ~20 minute online survey
Other outcomes:
Locations:
city: Chapel Hill
country: United States
facility: UNC - Chapel Hill
state: North Carolina
Study officials:
affiliation: UNC-Chapel Hill
name: Marissa G Hall, PhD
role: PRINCIPAL_INVESTIGATOR
affiliation: Stanford Univeristy
name: Anna H Grummon, PhD
role: PRINCIPAL_INVESTIGATOR
affiliation: UNC-Chapel Hill
name: Kurt Ribsl, PhD
role: PRINCIPAL_INVESTIGATOR
References:
citation: Nan X, Heo K. Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing. Journal of Advertising. 2007;36(2):63-74. doi:10.2753/JOA0091-3367360204
citation: Hall MG, Lazard AJ, Grummon AH, Mendel JR, Taillie LS. The impact of front-of-package claims, fruit images, and health warnings on consumers' perceptions of sugar-sweetened fruit drinks: Three randomized experiments. Prev Med. 2020 Mar;132:105998. doi: 10.1016/j.ypmed.2020.105998. Epub 2020 Jan 23.
citation: Bollard T, Maubach N, Walker N, Ni Mhurchu C. Effects of plain packaging, warning labels, and taxes on young people's predicted sugar-sweetened beverage preferences: an experimental study. Int J Behav Nutr Phys Act. 2016 Sep 1;13(1):95. doi: 10.1186/s12966-016-0421-7.
citation: Hall MG, Marteau TM, Sunstein CR, Ribisl KM, Noar SM, Orlan EN, Brewer NT. Public support for pictorial warnings on cigarette packs: an experimental study of US smokers. J Behav Med. 2018 Jun;41(3):398-405. doi: 10.1007/s10865-018-9910-2. Epub 2018 Feb 6.