COMPLETEDNA

Effects of 'Pinkwashed' Alcohol Ads in an Online RCT

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.

Sponsor

University of North Carolina, Chapel Hill

Enrollment

602 participants

Sites

1 locations

Start Date

January 2023

Completion

January 2023

Breast CancerCancerPinkwashed AdvertisementsControl - Standard Advertisements

Enrollment & Timeline

Completed

Target N

602

participants

Sites

locations

Duration

0 months

total trial span

View on ClinicalTrials.gov

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Primary Outcomes

Breast cancer risk perceptions

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.

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