How Do Cannabis Ads Influence Youth Perceptions of Cannabis?
Saved in:
| Title: | How Do Cannabis Ads Influence Youth Perceptions of Cannabis? |
|---|---|
| Authors: | Padon, Alisa A. (AUTHOR), Chen-Sankey, Julia (AUTHOR), La Capria, Kathryn (AUTHOR), Royne Stafford, Marla (AUTHOR), Silver, Lynn D. (AUTHOR), Ghahremani, Dara G. (AUTHOR) |
| Source: | Substance Use & Misuse. 2026, Vol. 61 Issue 12, p2180-2188. 9p. |
| Subjects: | Substance abuse, Mathematical variables, Senses, Labels, Research funding, Statistical sampling, Multiple regression analysis, Content analysis, Taste, Animals, Randomized controlled trials, Marketing, Advertising, Attitude (Psychology), Food, Research, Cannabis (Genus), Comparative studies, Factor analysis, Affect (Psychology), Media exposure, Psychological vulnerability, Psychiatric drugs, Socialization, Adolescence |
| Geographic Terms: | California |
| Abstract: | Background: Cannabis marketing exposure has been shown to influence use among youth by increasing positive cannabis perceptions and interest. However, little is known about what specific cannabis advertising features influence youth's perceptions, a key precursor to youth use. Methods: Respondents consisted of 409 youth (age 16–20 years) surveyed in 2022 who reported susceptibility to using cannabis and were living in California, which legalized adult-use cannabis sales in 2018. Using an online experiment, respondents were randomly assigned to view cannabis advertisements with and without features previously shown to be appealing to adolescents, followed by questions related to cannabis perceptions. Exploratory factor analysis identified three underlying types of cannabis perceptions following ad exposure: cannabis as fun, healthy, or dangerous. Multivariable ordered logistic regressions tested associations of specific advertisement content features with these perceptions. Results: Results revealed features that created perceptions of cannabis as fun, including depictions of positive sensations, psychoactive appeal, food or flavor references, the use of illustrated imagery, and animals or creatures. Features associated with perceptions of cannabis as healthy included positive sensations, adventure, showing the product, and price information. Ads depicting heavy consumption, faces, socializing, and using cannabis to avoid negative moods resulted in youth perceptions of cannabis as dangerous, and those with food or flavor references were perceived as less dangerous. Conclusion: Results provide new insight into the psychological pathways by which marketing may operate. This can inform marketing standards and regulations to limit the effects of cannabis marketing on youth. [ABSTRACT FROM AUTHOR] |
| Copyright of Substance Use & Misuse is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Psychology and Behavioral Sciences Collection |
|
Full text is not displayed to guests.
Login for full access.
|
|
| Abstract: | Background: Cannabis marketing exposure has been shown to influence use among youth by increasing positive cannabis perceptions and interest. However, little is known about what specific cannabis advertising features influence youth's perceptions, a key precursor to youth use. Methods: Respondents consisted of 409 youth (age 16–20 years) surveyed in 2022 who reported susceptibility to using cannabis and were living in California, which legalized adult-use cannabis sales in 2018. Using an online experiment, respondents were randomly assigned to view cannabis advertisements with and without features previously shown to be appealing to adolescents, followed by questions related to cannabis perceptions. Exploratory factor analysis identified three underlying types of cannabis perceptions following ad exposure: cannabis as fun, healthy, or dangerous. Multivariable ordered logistic regressions tested associations of specific advertisement content features with these perceptions. Results: Results revealed features that created perceptions of cannabis as fun, including depictions of positive sensations, psychoactive appeal, food or flavor references, the use of illustrated imagery, and animals or creatures. Features associated with perceptions of cannabis as healthy included positive sensations, adventure, showing the product, and price information. Ads depicting heavy consumption, faces, socializing, and using cannabis to avoid negative moods resulted in youth perceptions of cannabis as dangerous, and those with food or flavor references were perceived as less dangerous. Conclusion: Results provide new insight into the psychological pathways by which marketing may operate. This can inform marketing standards and regulations to limit the effects of cannabis marketing on youth. [ABSTRACT FROM AUTHOR] |
|---|---|
| ISSN: | 10826084 |
| DOI: | 10.1080/10826084.2026.2645776 |
