This study looks at how cannabis product label and marketing claims affect product perceptions, use expectancies, and use intentions among inexperienced and experienced cannabis users. Participants will answer online survey questions on their perceptions of a cannabis product advertisement.
This study aims to specify how product label and marketing claims affect product perceptions, use expectancies, and use intentions among cannabis users. A randomized 4 (Sativa, Indica, Hybrid, no strain label) x 3 (energizing, sedative, no claim) online experiment will be conducted with a sample of adults from states that have legalized adult cannabis recreational use. Our main research questions are: (1) Do label and marketing claim affect (a) harm perceptions, (b) subjective effects expectancies (e.g., arousal, sedation), (c) willingness to use, and (d) willingness to use during daily activities (e.g., driving)? and (2) Do label and marketing claim interact to affect product perceptions, use expectancies, and use intentions?
Study Type
INTERVENTIONAL
Allocation
RANDOMIZED
Purpose
OTHER
Masking
NONE
Enrollment
3,035
Presentation of strain label on cannabis advertising material
Presentation of claim on cannabis advertising material
2213 McElderry St.
Baltimore, Maryland, United States
Harm perception - One time use
How harmful participant perceives the product to be after one time use. Participants will answer a survey item, In your opinion, what is the level of risk to one's health from using the product you just viewed one time?; with response options ranging from 0-Very low risk to 4-Very high risk.
Time frame: Immediately after viewing ad
Harm perception - Daily use
How harmful participant perceives the product to be with daily use. Participants will answer a survey item, In your opinion, what is the level of health risk from using the product you just viewed on a daily basis?; with response options ranging from 0-Very low risk to 4-Very high risk.
Time frame: Immediately after viewing ad
Expectancy effects
Effects participant expects to feel after using the product. Participants will answer a survey item, Please rate the extent to which you expect to feel each of the following effects \[paranoid; panicked; fearful; anxious; suspicious; like my heart is racing; sluggish; drowsy; out of it; slow; lazy; excited; heightened senses; sociable; creative; wise; in tune with nature; focused; productive; sleepy; happy; euphoric; calm; relaxed; pain-free\] after using the product you just viewed; with response options ranging from 0-not at all to 10-extremely.
Time frame: Immediately after viewing ad
Willingness to use
How willing participant is to use the product. Participants will answer a survey item, How willing would you be to use the product you just viewed?; with response options ranging from 0-Not at all willing to 4-Very willing.
Time frame: Immediately after viewing ad
Willingness to use during daily activities
How willing participant is to use the product during daily activities. Participants will answer a survey item, How willing would you be to use the product you just viewed if you \[wanted to concentrate; wanted to relax; wanted to socialize; wanted to do a creative activity (e.g., art, music); wanted to feel happier; wanted to relieve medical symptoms/treat a medical condition/mental health condition; were going to drive a car in the next 30 minutes; were going to bed in the next 30 minutes; were planning to stay home for the next several hours; were going to work in the next 30 minutes; were at a party\]?; with response options ranging from 0-Not at all willing to 4-Very willing.
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Time frame: Immediately after viewing ad