Examine the influence of product features in cannabis vape product marketing

The National Institute on Drug Abuse awarded Rutgers The State University of New Jersey, operating as RBHS-School of Nursing, $1,265,388 on June 1, 2026, under the Drug Use and Addiction Research Programs (CFDA 93.279) to examine how product features in cannabis vape product marketing influence young adult use behaviors and risk perceptions.

The project conducts a large-scale content analysis to identify and categorize product features conveyed in advertisements of leading cannabis vape brands—both licensed and hemp-derived—across multiple marketing platforms including billboards, retailers, websites, emails, and social media. The work includes an in-person eye-tracking experiment with a within-subjects design to measure visual attention in response to cannabis vape product advertisements. The research targets the gap in evidence on how cannabis vape product advertisements drive young adult use, generating findings intended to guide regulators and prevention programs in addressing the rapid rise in young adult cannabis vape uptake.

Performance occurs in Newark, New Jersey, with a period of performance from June 1, 2026, through April 30, 2031. The award is a Project Grant, an assistance type under the NIH Drug Use and Addiction Research Programs supporting basic, clinical, translational, and implementation research in substance use prevention, diagnosis, treatment, and related health outcomes.

Abstract

The rapid expansion of the cannabis vape products (CVPS), including both licensed cannabis products and the fast-growing hemp-derived markets, has led to a significant increase in CVP use among young adults (YAS). YAS use CVPS more frequently than older adults, primarily for recreational purposes, which elevates their risk of cannabis dependence, along with various negative health and social consequences. A key factor contributing to this rise in CVP use among YAS is exposure to commercial advertisements (ADS) across diverse marketing channels (e.g., billboards, retailers, websites, emails, and social media). However, definitive evidence is lacking on how CVP ADS spur YA use-a GAP that leaves regulators and prevention programs without the guidance needed to curb the YA-driven surge in CVP uptake. Our scientific premise builds upon existing literature and our own research, suggesting that CVP ADS may shape YA behavior through CVP-specific product features that emphasize the functions and benefits of CVP use (e.g., flavor sensation, relaxation, mood enhancement, therapeutic benefits, and reduced harm). We hypothesize that certain CVP-specific product features may be especially effective in generating YAS' cognitive engagement, increasing positive expectancies and reducing risk perceptions about product use, thereby driving this group's increased CVP use. The overarching goal of this project is to investigate the impact of CVP ADS' product features on positive expectancies, risk perceptions, and CVP use behaviors among YAS. Aim 1 will involve a large-scale, in-depth content analysis to identify and categorize the product features conveyed in the ADS of leading CVP brands (both regular and hemp-derived brands) and across multiple marketing platforms. Aim 2 will employ an in-person eye-tracking experiment with a within-subjects design to measure visual attention in response to viewing product features among 170 YAS. Additionally, we will conduct surveys and in-depth interviews to assess associated perceptions and intentions. Aim 3 will utilize a web-based randomized exposure experiment, employing a 2X2 between-subjects factorial design, to test the independent and combined effects of two high-impact product features on positive expectancies, risk perceptions, and CVP use intentions among 1,980 YAS. We will apply mediation analysis to examine whether expectancies and risk perceptions mediate the relationship between product feature exposure and use intentions. We will also explore the effects on CVP information-seeking behavior and actual CVP use over a two-week period. This project directly addresses nida's priorities by investigating the cannabis industry's marketing strategies and their influence on use behaviors and motivations. The findings will inform future policy actions regarding CVP marketing in both licensed and hemp-derived markets and contribute to counter- marketing programs aimed at mitigating cannabis-related health risks and addiction.