Impact of health-oriented marketing claims on young adults’ alcohol product perceptions, hypothetical consumption, and beliefs: a randomized experiment

Health-oriented marketing claims commonly and increasingly feature on alcohol products and target younger consumers. This study aimed to test effects of such claims on young adults' alcohol product perceptions and intended consumption.

Citation:
Haynes A, Talati Z, Keric D, et al. Impact of health-oriented marketing claims on young adults’ alcohol product perceptions, hypothetical consumption, and beliefs: a randomized experiment. Alcohol and Alcoholism. 2025;60(6).

Keywords:
Alcohol; marketing; nutrition claims; young adults

Abstract:
Health-oriented marketing claims commonly and increasingly feature on alcohol products and target younger consumers. This study aimed to test effects of such claims on young adults' alcohol product perceptions and intended consumption.