In a choice experiment with 2,400 adults from legalized states, both users and non-users preferred higher CBD and lower prices. Medical users ranked CBD as the most important product attribute (47% importance) while all other groups ranked price first (51-64%).
Cannabis regulators, product developers, and public health messaging researchers.
Medical users ranked CBD as most important (47%); others ranked price first
What the researchers found
Both users and non-users preferred higher CBD and lower prices. Users also preferred higher THC. Graphic warning messages had mixed effects. Medical users were less responsive to THC than recreational or dual users, and prioritized CBD content (47% relative importance) over price. All other groups prioritized price (51-64%).
Why it matters
Understanding consumer preferences can inform product regulation. The finding that medical users care most about CBD while recreational users chase THC has implications for how products should be labeled and marketed.
The numbers in context
2,400 participants from 6 states. 12 discrete choice scenarios each. Price most important for most groups (51-64%). CBD most important for medical users (47%). Medical users less responsive to THC.
How the study worked
Cross-sectional online survey with discrete choice experiments. 2,400 adults aged 21+ from 6 US states with recreational legalization (1,200 users, 1,200 non-users). Each respondent evaluated 12 scenarios with varying THC, CBD, warning messages, and price. Nested logit regression analysis.
What this study cannot tell us
Hypothetical choice experiment may not reflect real purchasing behavior. Online sample may not represent all cannabis consumers. Only flower products were studied; concentrates, edibles, and vapes were not included.
How to read the evidence
Moderate: large sample with rigorous discrete choice methodology, but hypothetical choices may not match real behavior.
When this study was published
Published in 2019.
The bigger picture
Warning messages had inconsistent effects, with some increasing and others decreasing product appeal. This complexity suggests that designing effective cannabis warnings will require more research than simply adapting tobacco-style warnings.
Questions still open
- Would THC caps reduce recreational demand? Could CBD-forward labeling attract health-conscious consumers? Why did some warnings increase rather than decrease product appeal?
Common questions
Why did some warnings increase product appeal?
Do medical users actually need high CBD?
Read the original research
The impacts of potency, warning messages, and price on preferences for Cannabis flower products.
The International journal on drug policy, 74, 1-10
Citation
Shi, Yuyan; Cao, Ying; Shang, Ce; Pacula, Rosalie Liccardo. (2019). The impacts of potency, warning messages, and price on preferences for Cannabis flower products.. The International journal on drug policy, 74, 1-10. https://doi.org/10.1016/j.drugpo.2019.07.037