Young adult cannabis users and non-users had different cognitive and emotional responses to two anti-cannabis media campaigns using different message strategies.
public health communicators, cannabis prevention program designers, media campaign evaluators
What the researchers 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.
Why it 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 numbers in context
Young adults aged 18-25. Two anti-cannabis campaigns compared. Cannabis users vs. non-users. Cognitive and emotional responses measured.
How the study worked
Experimental comparison of young adult cannabis users' and non-users' cognitive and emotional responses to two anti-cannabis media campaigns employing different message strategies.
What this study cannot 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.
How to read the evidence
Experimental design with relevant comparisons, but limited outcome measures and short-term assessment place at preliminary.
When this study was published
Recent experimental study with young adults.
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.
Questions still open
- Which campaign strategies are most effective for reducing use among current users?
- Do these differential responses translate to actual behavior change?
Common questions
Do anti-cannabis campaigns work?
What kind of messages work best?
Read the original research
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
Citation
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
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