Health BehaviorNCT07226271
Consumer Perceptions of Alcoholic Beverages
A study testing Natural Claim, Sugar Claim and Fruit Claim in people with Health Behavior, run by UNC Lineberger Comprehensive Cancer Center at 1 site in United States.
Trial 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… Read more about this study
- Who is it for?
- Ages 21 to 99 yearsHealthy volunteers can take part
- Conditions the study is for
- Health Behavior
- What is being tested?
- Natural Claim, Sugar Claim and Fruit Claim
- Type of treatment
- Lifestyle or therapy programme
- Could I receive a placebo?
- No, everyone receives an active treatment
- How many people
- 1,534 participants
- Where
- 1 siteUnited States
- Study dates
- 10 Oct 2025to 17 Jan 2026
- Phase
- Interventional
- Are there results?
- None posted in the registry
Key requirements
Who can take part, as listed by the sponsor. Only the study team can confirm whether you are eligible, so take this list to your doctor.
- Ages 21 to 99 years
- All sexes
- Healthy volunteers accepted
- Adult, Older adult
Who may be able to join
- Adults ages 21 years and older
- Consumed alcohol at least once in the last year
- Able to complete a survey in English
Who cannot join
- Not living in the US
Trial locations and contacts
1 site in 1 country.
United States1 site
University of North Carolina at Chapel Hill, Department of Radiation Oncology
Chapel Hill, North Carolina, 27599
About this study
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.
Read the 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
- Being tested
- Natural Claim, Sugar Claim, Fruit Claim
- Medical subject headings
- Health Behavior
What participants receive
What participants receive. In a randomised study each person is assigned to one group by chance.
Natural ClaimBehavioural
Participants assigned to this condition will view three alcoholic beverages that carry the following claim: All natural flavors
Sugar ClaimBehavioural
Participants assigned to this condition will view three alcoholic beverages that carry the following claim: Zero sugar
Fruit ClaimBehavioural
Participants assigned to this condition will view three alcoholic beverages that carry the following claim: Made with real fruit
| Study group | Role | What they receive |
|---|---|---|
| Natural Claim | Experimental | Not described Receives: Behavioral: Natural Claim |
| Sugar Claim | Experimental | Not described Receives: Behavioral: Sugar Claim |
| Fruit Claim | Experimental | Not described Receives: Behavioral: Fruit Claim |
| No-claim Control | No intervention | Not described |
What is being measured
The primary outcome is the main question the study is designed to answer.
Openness to consume
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.
Measured: Baseline
Secondary outcomes (4)
Perceived healthfulness
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.
Measured: Baseline
Perceived alcohol content
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%.
Measured: Baseline
Perceived calorie content
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.
Measured: Baseline
Cancer risk perceptions
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.
Measured: Baseline
Timeline
From the start of the study to its completion; the mark is today. Estimated dates are the sponsor’s plan.
- First posted10 Nov 2025
- Study start10 Oct 2025
- Primary completion17 Jan 2026
- Study completion17 Jan 2026
Resources
- Official record on ClinicalTrials.govThe registry entry this page is built from, with its full change history.
- Other trials for Health BehaviorStudies of the same condition, open and under way.
- What the trial phases meanHow a treatment moves from first tests in people to approval.
More details
For doctors and researchers: how the study is designed, who runs it, and its registry IDs.
Study design
- Study type
- Interventional
- Phase
- Phase N/A
- Primary purpose
- Prevention
- Allocation
- Randomised
- Intervention model
- Parallel groups
- Masking
- None (open label)
- Enrolment
- 1,534 participants (actual)
Sponsor and investigators
- Lead sponsor
- UNC Lineberger Comprehensive Cancer Center
- Sponsor type
- University, hospital or other
- Responsible party
- Sponsor
- Investigators
- Phoebe R Ruggles, MS, Principal investigator, UNC-Chapel Hill
IDs, dates and publications
- ClinicalTrials.gov ID
- NCT07226271
- Sponsor's protocol ID
- 25-1870
- Status last verified
- Oct 2026
- First submitted
- 3 Nov 2025
- Last updated
- 8 Oct 2026
- Results posted
- No
- Data monitoring committee
- Yes
- FDA-regulated drug
- No
- FDA-regulated device
- No
- Individual data sharing
- No
Study at a glance
From the registry record, last updated by the sponsor on 8 Oct 2026. Recruitment status is as the sponsor reported it: confirm with the study team.
- Official title
- Consumer Perceptions of Alcoholic Beverages
- ClinicalTrials.gov ID
- NCT07226271
- Acronym / sponsor ID
- 25-1870
- Conditions
- Health Behavior
- Study type
- Interventional
- Recruitment status
- Completed
- Enrolment
- 1,534 participants (actual)
- Lead sponsor
- UNC Lineberger Comprehensive Cancer CenterUniversity, hospital or other
- Study start
- 10 Oct 2025 (actual)
- Primary completion
- 17 Jan 2026 (actual)
- Study completion
- 17 Jan 2026 (actual)
- First posted
- 10 Nov 2025 (actual)
- Results
- Not posted in the source record
Clinical summary
The research question as the sponsor registered it. This describes what the study plans to test, not what it found.
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.
Study design
- Primary purpose
- Prevention
- Allocation
- Randomised
- Intervention model
- Parallel groups
- Masking
- None (open label)
- Number of arms
- 4
| Arm | Type | Receives |
|---|---|---|
| Natural Claim | Experimental | Behavioral: Natural Claim |
| Sugar Claim | Experimental | Behavioral: Sugar Claim |
| Fruit Claim | Experimental | Behavioral: Fruit Claim |
| No-claim Control | No intervention | – |
Who may qualify
- Ages
- 21 to 99 years
- Sex
- All
- Healthy volunteers
- Accepted
- Age groups
- Adult, Older adult
Key inclusion criteria (3 listed)
- Adults ages 21 years and older
- Consumed alcohol at least once in the last year
- Able to complete a survey in English
Key exclusion criteria (1 listed)
- Not living in the US
Eligibility is decided by the study team after screening; this overview does not establish that a patient qualifies. Full inclusion and exclusion criteria.
Interventions
| Intervention | Type | Arms |
|---|---|---|
| Natural ClaimParticipants assigned to this condition will view three alcoholic beverages that carry the following claim: All natural flavors | Behavioural | Natural Claim |
| Sugar ClaimParticipants assigned to this condition will view three alcoholic beverages that carry the following claim: Zero sugar | Behavioural | Sugar Claim |
| Fruit ClaimParticipants assigned to this condition will view three alcoholic beverages that carry the following claim: Made with real fruit | Behavioural | Fruit Claim |
Primary outcome
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.
4 secondary outcomes
Perceived healthfulness
Time frame: Baseline
Perceived alcohol content
Time frame: Baseline
Perceived calorie content
Time frame: Baseline
Cancer risk perceptions
Time frame: Baseline
Results and safety
The study is completed, but results are not available in the source record. That does not mean the treatment did or did not work.
Research links
- Official record on ClinicalTrials.govLast updated by the sponsor 8 Oct 2026.
- University of North Carolina Lineberger Comprehensive Cancer Center Clinical TrialsLink provided by the sponsor.
- Individual participant dataSharing planned: No
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Referral and contact
AzTrials does not enrol participants or take referrals. Contact the study team or a site listed below; they decide who can take part. This study is not recruiting at the moment.
Phoebe R Ruggles, MS principal investigator
UNC-Chapel Hill
1 site in 1 country: see every site and its status.
Questions about this trial
What is this clinical trial studying?
A study testing Natural Claim, Sugar Claim and Fruit Claim in people with Health Behavior, run by UNC Lineberger Comprehensive Cancer Center at 1 site in United States.
The full registered description is in the About this study section and the official record.
Who may be eligible to take part?
The sponsor lists 3 inclusion and 1 exclusion criteria. Eligibility is decided by the study team after screening, so read the full criteria and contact a listed site.
Is this clinical trial currently recruiting?
The record says: finished, as of the sponsor's last update on 8 Oct 2026. Status can change between updates, so confirm with the study contact before making plans.
Where is the study taking place?
The record lists 1 site in United States. Whether a site is taking part right now should be confirmed with that site. See every site.
What are the possible benefits and risks?
They depend on the study and the treatment, and no study can promise a benefit. The study team explains the known risks during informed consent, before anyone joins; the record itself does not list them.
Are results available for this study?
The study is completed, but results are not available in the source record. That does not mean the treatment did or did not work.
How can a doctor refer a patient or contact the research team?
The record lists no contact. The official record names the sponsor, who can be asked directly. AzTrials does not enrol participants or take referrals.
What does the primary outcome measure?
Openness to consume (time frame: Baseline). It is what the study was designed to measure, not a finding.
Where can I read the original study information?
Does a listing mean the treatment is approved or proven to work?
No. A listing means the study is registered. It does not show that the treatment is safe, works, or is approved by a regulator.
How often is this information updated?
AzTrials copies changed records from ClinicalTrials.gov every night and reloads the whole registry every week. The sponsor last updated this record on 8 Oct 2026.