Cannabis Users and Non-Users Responded Differently to Anti-Cannabis Campaign Messages
Young adult cannabis users and non-users had different cognitive and emotional responses to two anti-cannabis media campaigns using different message strategies.
Quick Facts
What This Study Found
The study compared responses to two anti-cannabis campaigns with different message strategies among young adults aged 18-25. Cannabis users and non-users showed differential cognitive and emotional responses, suggesting that one-size-fits-all campaign approaches may not effectively reach the highest-risk population.
Key Numbers
Young adults aged 18-25. Two anti-cannabis campaigns compared. Cannabis users vs. non-users. Cognitive and emotional responses measured.
How They Did This
Experimental comparison of young adult cannabis users' and non-users' cognitive and emotional responses to two anti-cannabis media campaigns employing different message strategies.
Why This Research Matters
With cannabis legalization expanding, effective public health messaging is critical. Understanding how current users vs. non-users respond differently can help design campaigns that actually reach the target audience.
The Bigger Picture
The differential responses suggest that campaigns designed to prevent initiation (targeting non-users) may need fundamentally different approaches than campaigns aimed at reducing use among current users.
What This Study Doesn't Tell Us
Experimental setting may not reflect real-world campaign exposure. Self-selected participants. Short-term response measurement. Cannot determine actual behavior change from campaign exposure.
Questions This Raises
- ?Which campaign strategies are most effective for reducing use among current users?
- ?Do these differential responses translate to actual behavior change?
Trust & Context
- Key Stat:
- Evidence Grade:
- Experimental design with relevant comparisons, but limited outcome measures and short-term assessment place at preliminary.
- Study Age:
- Recent experimental study with young adults.
- Original Title:
- Cannabis Users' and Non-Users' Differential Responses to Two Anti-Cannabis Campaigns.
- Published In:
- Health education & behavior : the official publication of the Society for Public Health Education, 52(1), 49-60 (2025)
- Authors:
- Stevens, Elise M(2), Cohn, Amy, Ruedinger, Brian, Kim, Narae, Seo, Jinhee, Sun, Fuwei, Kim, Seunghyun, Leshner, Glenn
- Database ID:
- RTHC-07727
Evidence Hierarchy
Watches what happens naturally without intervening.
What do these levels mean? →Frequently Asked Questions
Do anti-cannabis campaigns work?
This study suggests they may work differently for users vs. non-users. The same message that resonates with non-users may not be effective for current cannabis users.
What kind of messages work best?
The two campaigns used different strategies, and responses varied by cannabis use status. The study highlights the need for audience-specific messaging rather than one universal approach.
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Cite This Study
https://rethinkthc.com/research/RTHC-07727APA
Stevens, Elise M; Cohn, Amy; Ruedinger, Brian; Kim, Narae; Seo, Jinhee; Sun, Fuwei; Kim, Seunghyun; Leshner, Glenn. (2025). Cannabis Users' and Non-Users' Differential Responses to Two Anti-Cannabis Campaigns.. Health education & behavior : the official publication of the Society for Public Health Education, 52(1), 49-60. https://doi.org/10.1177/10901981241267879
MLA
Stevens, Elise M, et al. "Cannabis Users' and Non-Users' Differential Responses to Two Anti-Cannabis Campaigns.." Health education & behavior : the official publication of the Society for Public Health Education, 2025. https://doi.org/10.1177/10901981241267879
RethinkTHC
RethinkTHC Research Database. "Cannabis Users' and Non-Users' Differential Responses to Two..." RTHC-07727. Retrieved from https://rethinkthc.com/research/stevens-2025-cannabis-users-and-nonusers
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.