Developing and Evaluating Product Messaging

Summary

Purpose: To assess the impact of taxes, warnings, and a combination of taxes and warnings on US adults' decisions to purchase products that contain red meat in an online grocery store.

Procedures (methods): Participants will be recruited from Prime Panels (an online panel research company). Following online consent, participants will be assigned to one of four trial arms: 1) Control (no warning and no tax), 2) Warnings (all products that contain red meat have a health warning and environmental warning), 3) Tax (30% tax on products that contain red meat), and 4) Combined warning and tax (all products that contain red meat will have the two warnings and a 30% tax). Then, participant will enter an online grocery store reflecting their assigned arm. The participant will be instructed to complete a shopping task in the online grocery store. After completing the shopping task, participants will be redirected to an online survey and answer a series of questions about the shopping task, labels (excluding tax and control groups), and taxes (excluding warning and control groups). Questions will also include standard demographic and health related variables.

Conditions

• Cancer of Colon
• Cancer of Rectum

Interventions

OTHER

Control

Participants will complete a shopping task in the online grocery store, and the products that contain red meat will not have warning labels or a 30% increase in price.

OTHER

Warning Labels

While completing the shopping task in the online grocery store, the health and environmental warning labels will appear next to the image of every product that contains red meat.

OTHER

Tax

While completing the shopping task in the online grocery store, all products containing red meat will have a 30% increase in price.

OTHER

Combined Warning Labels and Tax

While completing the shopping task in the online grocery store, all products containing red meat will have the health and environmental warning labels appear next to the product image and a 30% increase in price.

Sponsors & Collaborators

• Wellcome Trust

  collaborator OTHER

• University of Edinburgh

  collaborator OTHER

• National Heart, Lung, and Blood Institute (NHLBI)

  collaborator NIH

• University of North Carolina, Chapel Hill

  lead OTHER

Principal Investigators

• Lindsey S Taillie, PhD · University of North Carolina, Chapel Hill

• Lindsay Jaacks, PhD · University of Edinburgh

Study Design

Allocation

RANDOMIZED

Purpose

PREVENTION

Masking

NONE

Model

PARALLEL

Eligibility

Min Age

18 Years

Sex

ALL

Healthy Volunteers

Yes

Timeline & Regulatory

Start

2021-10-18

Primary Completion

2021-10-28

Completion

2021-10-28

Countries

• United States

Study Locations