Effects of 'Pinkwashed' Alcohol Ads in an Online RCT

Breast Cancer Clinical Trial

Official title:

Effects of 'Pinkwashed' Alcohol Ads in an Online RCT

Clinical Trial Details — Status: Completed

Administrative data

• NCT number: NCT05700019
• Other study ID #: 20-2338
• Status: Completed
• Phase: N/A
• Start date: January 11, 2023
• Est. completion date: January 19, 2023

Study information

• Verified date: January 2023
• Source: University of North Carolina, Chapel Hill
• Contact: n/a
• Is FDA regulated: No
• Study type: Interventional

Clinical Trial 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.

Recruitment information / eligibility

• Status: Completed
• Enrollment: 602
• Est. completion date: January 19, 2023
• Est. primary completion date: January 19, 2023
• Accepts healthy volunteers: Accepts Healthy Volunteers
• Gender: All
• Age group: 18 Years and older

Eligibility

Inclusion Criteria:

• 18 years old or older

Exclusion Criteria:

• Less than 18 years old

Related Conditions & MeSH terms

• Breast Cancer
• Cancer

Intervention

Behavioral:
• Pinkwashed Advertisements
Real advertisements from alcoholic beverage companies' social media accounts that contain messaging or other features that associate the alcohol company with breast cancer awareness or research.
• Control - Standard Advertisements
Real advertisements from the same alcoholic beverage companies' social media accounts that do not contain messaging or other features associated with breast cancer awareness or research.

Locations

Country	Name	City	State
United States	UNC - Chapel Hill	Chapel Hill	North Carolina

Sponsors (1)

Lead Sponsor	Collaborator
University of North Carolina, Chapel Hill

Country where clinical trial is conducted

United States, 

References & Publications (4)

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. — View 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. — View 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. — View 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

Outcome

Type	Measure	Description	Time frame	Safety issue
Primary	Breast cancer risk perceptions	This outcome will be measured with an adapted item from the HINTS (2020) survey. The question is worded " In your opinion, how much does drinking [wine/beer/liquor] affect the risk of developing each of the following outcomes... Breast cancer." Response options are on a five point likert-type scale ranging from "Decreases risk a lot" (=1) to "Increases risk a lot " (=5). Participants will be asked to respond to this item three times, once for each type of alcoholic beverage presented (wine, beer, liquor). Scores from the three items will then be averaged for analyses. Higher scores indicate higher risk perceptions.	During ~20 minute online survey
Secondary	Perceived product healthfulness	This outcome will be measured with one item adapted from Bollard et al (2016). The question will read: "How healthy or unhealthy do you think it is to drink this product?" and will be measured with a 5-point likert-type response scale ranging from "Very unhealthy" (1) to "Very healthy"(5). Higher scores indicate greater healthfulness perceptions.	During ~20 minute online survey
Secondary	Perceived social responsibility of brand	This outcome will be measured with one item adapted from Nan & Heo (2017). The question will read: "How socially responsible do you think the company that makes this product is?" and will be measured with a 5-point likert-type response scale ranging from "Very socially irresponsible" (1) to "Very socially responsible" (5). Higher scores indicate perceptions of social responsibility.	During ~20 minute online survey
Secondary	Favorable attitudes toward brand	This outcome will be measured with one item adapted from Nan & Heo (2017). The question will read: "How do you feel about the company that makes this product?" and will be measured with a 5-point likert-type response scale ranging from "Dislike it a lot" (1) to "Like it a lot" (5). Higher scores indicate more favorable attitudes.	During ~20 minute online survey
Secondary	Purchase intentions	This outcome will be measured with one item adapted from Hall et al (2020). The question will display all three advertisements that the participant was exposed to (either pinkwashed or control). It will then query: "How likely would you be to buy any of these products in the next 4 weeks, if they were available?" and will be measured with a 5-point likert-type response scale ranging from "Not at all likely" (1) to "Extremely likely" (5). Higher scores indicate greater purchase intentions.	During ~20 minute online survey
Secondary	Perceived misleadingness of ads	Measure of how misleading a participant perceives the advertisement. Assessed with 1 item adapted from Hall et al. 2020	During ~20 minute online survey
Secondary	Support for breast cancer warnings	Measure of participant support of including breast cancer warning labels on alcoholic beverage products. Assessed with 1 item adapted from Hall et al. 2018	During ~20 minute online survey
Secondary	Stomach cancer risk perceptions	This outcome will be measured with an adapted item from the HINTS (2020) survey. The question is worded " In your opinion, how much does drinking [wine/beer/liquor] affect the risk of developing each of the following outcomes... Stomach cancer." Response options are on a five point likert-type scale ranging from "Decreases risk a lot" (=1) to "Increases risk a lot " (=5). Participants will be asked to respond to this item three times, once for each type of alcoholic beverage presented (wine, beer, liquor). Scores from the three items will then be averaged for analyses. Higher scores indicate higher risk perceptions.	During ~20 minute online survey
Secondary	Mouth and throat cancer risk perceptions	This outcome will be measured with an adapted item from the HINTS (2020) survey. The question is worded " In your opinion, how much does drinking [wine/beer/liquor] affect the risk of developing each of the following outcomes... Mouth and throat cancer." Response options are on a five point likert-type scale ranging from "Decreases risk a lot" (=1) to "Increases risk a lot " (=5). Participants will be asked to respond to this item three times, once for each type of alcoholic beverage presented (wine, beer, liquor). Scores from the three items will then be averaged for analyses. Higher scores indicate higher risk perceptions.	During ~20 minute online survey
Secondary	Liver cancer risk perceptions	This outcome will be measured with an adapted item from the HINTS (2020) survey. The question is worded " In your opinion, how much does drinking [wine/beer/liquor] affect the risk of developing each of the following outcomes... Liver cancer." Response options are on a five point likert-type scale ranging from "Decreases risk a lot" (=1) to "Increases risk a lot " (=5). Participants will be asked to respond to this item three times, once for each type of alcoholic beverage presented (wine, beer, liquor). Scores from the three items will then be averaged for analyses. Higher scores indicate higher risk perceptions.	During ~20 minute online survey
Secondary	Liver disease risk perceptions	This outcome will be measured with an adapted item from the HINTS (2020) survey. The question is worded " In your opinion, how much does drinking [wine/beer/liquor] affect the risk of developing each of the following outcomes... Liver disease." Response options are on a five point likert-type scale ranging from "Decreases risk a lot" (=1) to "Increases risk a lot " (=5). Participants will be asked to respond to this item three times, once for each type of alcoholic beverage presented (wine, beer, liquor). Scores from the three items will then be averaged for analyses. Higher scores indicate higher risk perceptions.	During ~20 minute online survey
Secondary	Hypertension risk perceptions	This outcome will be measured with an adapted item from the HINTS (2020) survey. The question is worded " In your opinion, how much does drinking [wine/beer/liquor] affect the risk of developing each of the following outcomes...Hypertension." Response options are on a five point likert-type scale ranging from "Decreases risk a lot" (=1) to "Increases risk a lot " (=5). Participants will be asked to respond to this item three times, once for each type of alcoholic beverage presented (wine, beer, liquor). Scores from the three items will then be averaged for analyses. Higher scores indicate higher risk perceptions.	During ~20 minute online survey

External Links

•   HINTS survey items