Cannabis marketing exposure linked to more positive attitudes and greater use in Oklahoma
Three-quarters of Oklahoma adults reported past-month cannabis marketing exposure, and greater exposure was associated with more positive attitudes, lower harm perceptions, and increased cannabis use.
Quick Facts
What This Study Found
Among 5,428 Oklahoma adults, 74.5% reported past-month cannabis marketing exposure, with outdoor marketing most prevalent (61.1%). In adjusted models, marketing exposure was associated with current cannabis use, positive attitudes, lower harm perceptions, and greater interest in obtaining a medical cannabis license. These associations held even among non-cannabis users.
Key Numbers
5,428 adults; 74.5% any marketing exposure; 61.1% outdoor; 46.5% social media; 46.1% Internet; 35.2% print; marketing exposure associated with more cannabis use, more positive attitudes, and lower harm perceptions
How They Did This
Cross-sectional survey of 5,428 Oklahoma adults aged 18+. Assessed exposure to four types of cannabis marketing (outdoor, social media, print, Internet) and associations with attitudes, harm perceptions, license interest, and use behavior using adjusted regression models.
Why This Research Matters
Oklahoma has one of the least restrictive cannabis marketing environments in the US. This study provides empirical evidence that such permissive marketing may shape attitudes and behaviors at a population level.
The Bigger Picture
As states debate cannabis advertising regulations, evidence that marketing exposure shifts attitudes even among non-users suggests a need for balanced public health messaging to counteract industry marketing.
What This Study Doesn't Tell Us
Cross-sectional design cannot determine if marketing causes attitude change or if favorable attitudes lead to noticing more marketing. Self-reported exposure may not be accurate. Oklahoma-specific findings may not generalize.
Questions This Raises
- ?Would restricting outdoor cannabis advertising reduce use initiation?
- ?Do marketing effects differ for medical versus recreational messaging?
Trust & Context
- Key Stat:
- 74.5% of Oklahoma adults exposed to cannabis marketing in past month
- Evidence Grade:
- Large survey with adjusted models assessing multiple marketing types, though cross-sectional design cannot establish causation.
- Study Age:
- Published 2023
- Original Title:
- Seeing is believing: How cannabis marketing exposure is associated with cannabis use attitudes and behavior in a permissive medical cannabis policy environment.
- Published In:
- The American journal on addictions, 32(4), 333-342 (2023)
- Authors:
- Cohn, Amy M(7), Alexander, Adam C(3), Ehlke, Sarah J(2), Smith, Michael A, Lowery, Bryce, McQuoid, Julia, Kendzor, Darla E
- Database ID:
- RTHC-04468
Evidence Hierarchy
A snapshot of a population at one point in time.
What do these levels mean? →Frequently Asked Questions
Does cannabis marketing affect attitudes and use?
In this Oklahoma survey, cannabis marketing exposure was associated with more positive attitudes, lower harm perceptions, and increased use, even among people who did not currently use cannabis.
How widespread is cannabis marketing exposure?
Three-quarters of Oklahoma adults reported seeing cannabis marketing in the past month, with billboards and signs being the most common type (61%), followed by social media (47%) and Internet (46%).
Read More on RethinkTHC
Cite This Study
https://rethinkthc.com/research/RTHC-04468APA
Cohn, Amy M; Alexander, Adam C; Ehlke, Sarah J; Smith, Michael A; Lowery, Bryce; McQuoid, Julia; Kendzor, Darla E. (2023). Seeing is believing: How cannabis marketing exposure is associated with cannabis use attitudes and behavior in a permissive medical cannabis policy environment.. The American journal on addictions, 32(4), 333-342. https://doi.org/10.1111/ajad.13390
MLA
Cohn, Amy M, et al. "Seeing is believing: How cannabis marketing exposure is associated with cannabis use attitudes and behavior in a permissive medical cannabis policy environment.." The American journal on addictions, 2023. https://doi.org/10.1111/ajad.13390
RethinkTHC
RethinkTHC Research Database. "Seeing is believing: How cannabis marketing exposure is asso..." RTHC-04468. Retrieved from https://rethinkthc.com/research/cohn-2023-seeing-is-believing-how
Access the Original Study
Study data sourced from PubMed, a service of the U.S. National Library of Medicine, National Institutes of Health.
This study breakdown was produced by the RethinkTHC research team. We analyze and report published research findings without making health recommendations. All interpretations are based solely on the published abstract and study data.