When choosing cannabis, consumers prioritize price, but medical users prioritize CBD content
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%).
Quick Facts
What This Study 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%).
Key Numbers
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 They Did This
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.
Why This Research 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 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.
What This Study Doesn't 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.
Questions This Raises
- ?Would THC caps reduce recreational demand?
- ?Could CBD-forward labeling attract health-conscious consumers?
- ?Why did some warnings increase rather than decrease product appeal?
Trust & Context
- Key Stat:
- Medical users ranked CBD as most important (47%); others ranked price first
- Evidence Grade:
- Moderate: large sample with rigorous discrete choice methodology, but hypothetical choices may not match real behavior.
- Study Age:
- Published in 2019.
- Original Title:
- The impacts of potency, warning messages, and price on preferences for Cannabis flower products.
- Published In:
- The International journal on drug policy, 74, 1-10 (2019)
- Authors:
- Shi, Yuyan(18), Cao, Ying(2), Shang, Ce(5), Pacula, Rosalie Liccardo
- Database ID:
- RTHC-02292
Evidence Hierarchy
A snapshot of a population at one point in time.
What do these levels mean? →Frequently Asked Questions
Why did some warnings increase product appeal?
Counterintuitive warning effects (called "reactance") can occur when people perceive warnings as attempts to restrict their freedom. Graphic warnings and certain message types may inadvertently increase interest in some consumers.
Do medical users actually need high CBD?
The preference for CBD among medical users aligns with evidence that CBD has anti-inflammatory, anti-anxiety, and anti-seizure properties. Whether higher CBD products are actually more effective depends on the condition being treated.
Read More on RethinkTHC
Cite This Study
https://rethinkthc.com/research/RTHC-02292APA
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
MLA
Shi, Yuyan, et al. "The impacts of potency, warning messages, and price on preferences for Cannabis flower products.." The International journal on drug policy, 2019. https://doi.org/10.1016/j.drugpo.2019.07.037
RethinkTHC
RethinkTHC Research Database. "The impacts of potency, warning messages, and price on prefe..." RTHC-02292. Retrieved from https://rethinkthc.com/research/shi-2019-the-impacts-of-potency
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.