Labeling and Marketing for Cannabis Use

This trial aims to understand how different cannabis product labels and marketing claims influence perceptions, expectations, and intentions to use the product. Participants will view various cannabis product advertisements and share their thoughts through an online survey. The trial examines different combinations of labels and claims, such as Indica with no claim or Sativa with an energizing claim. Suitable participants have used cannabis between 1 to 100 times in their lifetime and reside in a U.S. state where recreational cannabis is legally sold. As an unphased trial, this study offers a unique opportunity to contribute to understanding consumer perceptions and the impact of marketing on cannabis use.

The trial information does not specify whether you need to stop taking your current medications.

Research shows that cannabis products, whether labeled Indica, Sativa, or Hybrid, share some common side effects. Indica strains often cause dry mouth and dry eyes and can induce relaxation or sleepiness. Some individuals also experience dizziness and changes in memory and coordination.

Sativa strains are typically known for their energizing effects, but they can also increase heart rate, anxiety, and blood pressure. Notably, Sativa can sometimes cause feelings of panic.

Hybrid strains combine effects from both Indica and Sativa. Common side effects include anxiety, paranoia, and dizziness, with some users also reporting dry mouth and increased appetite.

Researchers are excited about this trial because it explores how different labeling and marketing strategies for cannabis products might influence consumer perceptions and choices. Unlike traditional medical treatments, this trial investigates the psychological and behavioral effects of varying strain labels (Indica, Sativa, Hybrid) and claims (energizing, sedating, or none) on consumers. By understanding these effects, the trial aims to provide insights into more effective and responsible marketing practices in the cannabis industry, potentially improving consumer satisfaction and safety.

This trial will explore how different cannabis strain labels and marketing claims affect consumer perceptions. Research has shown that people experience varying effects from cannabis depending on the strain. Indica strains often lead to relaxation or sleepiness, potentially aiding in unwinding and addressing sleep issues. In contrast, sativa strains typically energize and alert users, making them popular for daytime use. Hybrid strains combine features of both indica and sativa, offering a balanced experience tailored to personal preferences. However, effects depend not only on the strain name but also on the plant's specific chemicals, such as terpenes and cannabinoids. This trial will test various combinations of strain labels and claims, like "Indica/Sedating" or "Sativa/Energizing," to assess their impact on consumer expectations and experiences.⁶⁷⁸⁹¹⁰