Effects of 'Pinkwashed' Alcohol Ads in an Online RCT
Trial Snapshot
- Phase
- Not Applicable
- Status
- Completed
- Enrollment
- 602
- Locations
- 1
- Primary Endpoint
- Breast cancer risk perceptions
Study Overview
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.
Study Design
- Study Type
- Interventional
- Allocation
- Randomized
- Intervention Model
- Parallel
- Primary Purpose
- Prevention
- Masking
- None
Eligibility Criteria
- Ages
- 18 Years to — (Adult, Older Adult)
- Sex
- All
- Accepts Healthy Volunteers
- Yes
Inclusion Criteria
- •18 years old or older
Exclusion Criteria
- •Less than 18 years old
Arms & Interventions
Control - Standard Advertisements
In the control condition, participants will view 3 advertisements for alcohol (shown in random order) that do not mention breast cancer awareness or charities. Advertisements will be real social media posts used by alcohol companies, modified only to remove dates, likes/comments, and references to specific geographic locations.
Intervention: Control - Standard Advertisements (Behavioral)
Pinkwashed Advertisements
In the pinkwashed condition, participants will view 3 advertisements for alcohol (shown in random order) that associate the alcohol company with breast cancer awareness or research (e.g., indicate that a portion of sales will be directed to a breast cancer-related foundation). Advertisements will be real social media posts used by alcohol companies, modified only to remove dates, likes/comments, and references to specific geographic locations.
Intervention: Pinkwashed Advertisements (Behavioral)
Outcomes
Primary Outcomes
Breast cancer risk perceptions
Time Frame: During ~20 minute online survey
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.
Secondary Outcomes
- Liver cancer risk perceptions(During ~20 minute online survey)
- Stomach cancer risk perceptions(During ~20 minute online survey)
- Favorable attitudes toward brand(During ~20 minute online survey)
- Mouth and throat cancer risk perceptions(During ~20 minute online survey)
- Perceived product healthfulness(During ~20 minute online survey)
- Purchase intentions(During ~20 minute online survey)
- Support for breast cancer warnings(During ~20 minute online survey)
- Perceived social responsibility of brand(During ~20 minute online survey)
- Perceived misleadingness of ads(During ~20 minute online survey)
- Liver disease risk perceptions(During ~20 minute online survey)
- Hypertension risk perceptions(During ~20 minute online survey)