Effects of Cannabis Species Labeling and Marketing on Perceptual, Subjective and Objective Use Outcomes (Aim 2 Study)

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.

Study Overview

• Status: Enrolling by invitation
• Conditions: Cannabis Use
• Intervention / Treatment: Other: Strain label; Other: Claim

Detailed Description

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
• Enrollment (Estimated): 2000
• Phase: Not Applicable

Contacts and Locations

Study Locations

• United States
  • Maryland
    • Baltimore, Maryland, United States, 21205
      • 2213 McElderry St.

Participation Criteria

Eligibility Criteria

• Ages Eligible for Study: Adult; Older Adult
• Accepts Healthy Volunteers: Yes

Description

Inclusion Criteria:

• Age = 21+
• Live in in a US state (or Washington D.C.) in which recreational cannabis sale is legal and implemented
• For inexperienced users: lifetime cannabis use >1 & <= 10
• For experienced users: lifetime cannabis use>10 & <100, past month cannabis use>0

Exclusion Criteria:

• Under age 21
• Does not live in a US state (or Washington D.C.) in which recreational cannabis sale is legal and implemented
• Lifetime cannabis use >=100 times
• Lifetime cannabis use <1 time
• Lifetime cannabis use>10 & <100 AND past month cannabis use=0

Study Plan

How is the study designed?

Design Details

• Primary Purpose: Other
• Allocation: Randomized
• Interventional Model: Factorial Assignment
• Masking: None (Open Label)

Number of Arms

12

Arms and Interventions

Participant Group / Arm	Intervention / Treatment
Experimental: Indica/Energizing; Ad features Indica label + energizing claim	Other: Strain label; Presentation of strain label on cannabis advertising material; Other: Claim; Presentation of claim on cannabis advertising material
Experimental: Indica/Sedating; Ad features Indica label + sedating claim	Other: Strain label; Presentation of strain label on cannabis advertising material; Other: Claim; Presentation of claim on cannabis advertising material
Experimental: Indica/No claim; Ad features Indica label + no claim	Other: Strain label; Presentation of strain label on cannabis advertising material
Experimental: Sativa/Energizing; Ad features Sativa label + energizing claim	Other: Strain label; Presentation of strain label on cannabis advertising material; Other: Claim; Presentation of claim on cannabis advertising material
Experimental: Sativa/Sedating; Ad features Sativa label + sedating claim	Other: Strain label; Presentation of strain label on cannabis advertising material; Other: Claim; Presentation of claim on cannabis advertising material
Experimental: Sativa/No claim; Ad features Sativa label + no claim	Other: Strain label; Presentation of strain label on cannabis advertising material
Experimental: Hybrid/Energizing; Ad features Hybrid label + energizing claim	Other: Strain label; Presentation of strain label on cannabis advertising material; Other: Claim; Presentation of claim on cannabis advertising material
Experimental: Hybrid/Sedating; Ad features Hybrid label + sedating claim	Other: Strain label; Presentation of strain label on cannabis advertising material; Other: Claim; Presentation of claim on cannabis advertising material
Experimental: Hybrid/No claim; Ad features Hybrid label + no claim	Other: Strain label; Presentation of strain label on cannabis advertising material
Experimental: No strain/Energizing; Ad features no strain label + energizing claim	Other: Claim; Presentation of claim on cannabis advertising material
Experimental: No strain/Sedating; Ad features no strain label + sedating claim	Other: Claim; Presentation of claim on cannabis advertising material
No Intervention: No strain/No claim; Ad features no strain label + no claim

What is the study measuring?

Primary Outcome Measures

Outcome Measure	Measure Description	Time Frame
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.	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.	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.	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.	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.	Immediately after viewing ad

Collaborators and Investigators

• Sponsor: Johns Hopkins Bloomberg School of Public Health
• Collaborators: National Institute on Drug Abuse (NIDA)
• Investigators: Principal Investigator: Meghan Moran, PhD, Johns Hopkins University

Study record dates

Study Major Dates

• Study Start (Actual): April 15, 2026
• Primary Completion (Estimated): July 1, 2026
• Study Completion (Estimated): July 1, 2026

Study Registration Dates

• First Submitted: April 1, 2026
• First Submitted That Met QC Criteria: April 6, 2026
• First Posted (Actual): April 7, 2026

Study Record Updates

• Last Update Posted (Actual): May 11, 2026
• Last Update Submitted That Met QC Criteria: May 7, 2026
• Last Verified: May 1, 2026

More Information

Terms related to this study

• Keywords: cannabis use; labeling and marketing; product perception
• Other Study ID Numbers: IRB00034819; 5R01DA059584 (U.S. NIH Grant/Contract)

Plan for Individual participant data (IPD)

• Plan to Share Individual Participant Data (IPD)?: YES
• IPD Plan Description: Deidentified participant responses will be shared as needed to comply with grant and publication policies.
• IPD Sharing Time Frame: IPD and supporting information will be available as soon as possible, and no later than the time of publication or the end of the funding period, whichever comes first. The duration of preservation and sharing of the data will be a minimum of 10 years after the funding period.
• IPD Sharing Access Criteria: Data from all aims will be deposited in the Johns Hopkins Research Data Repository. This archive provides open access to be downloaded freely by users. The Johns Hopkins Research Data Repository is a searchable archive in which JHU researchers may upload datasets and associated documentation. A persistent identifier (DOI) is provided. Metadata, including searchable keywords, are provided. Data are findable to the public.
• IPD Sharing Supporting Information Type: STUDY_PROTOCOL; SAP; ICF; ANALYTIC_CODE; CSR

Drug and device information, study documents

• Studies a U.S. FDA-regulated drug product: No
• Studies a U.S. FDA-regulated device product: No