Cannabis Edibles Package Marketing
Cannabis edibles pose unique public health challenges. While smoking cannabis results in immediate intoxicating effects, intoxication from edibles can take two hours or more. This can lead to overconsumption of THC (the main psychoactive compound in cannabis) because users do not feel the intended effects immediately; overconsumption may result in severe toxicity and acute adverse health effects. Despite these risks, edibles are appealing to consumers and are perceived to be less harmful. Because edibles are food products, they can be marketed in distinct ways compared to other forms of cannabis. For example, the food industry uses package design to create product appeal and perceptions of healthfulness. This project will document cannabis edibles package marketing practices and identify product descriptors and imagery that impact appeal and harm perceptions as well as develop and test warnings that effectively communicate information about delayed effects and acute risks. This will be the first study to document cannabis industry marketing practices for edibles. It will evaluate how to effectively communicate knowledge about safe consumption through package warnings to guide state policymakers as they establish regulatory guidelines for cannabis edibles.
Team members: Beth Reboussin (PI), Kim Wagoner, Alfonso Romero-Sandoval, Erin Sutfin, Kate Egan, Allison Lazard, Jennifer Ross, Bobby Amoroso, Olivia Horton, Cindy Suerken, Alex Zizzi.
