Understanding how cannabis advertising affects buying behavior
Official title: Evaluating the impact of psychotherapeutic advertising claims on cannabis purchasing
Funded at Dartmouth College · NIH-11116641 · Data updated 2026-11-12
This study looks at how different ads for cannabis products, especially those claiming to help with anxiety and depression, affect the buying choices of people who use cannabis casually, and it also checks if warning labels can help balance those claims.
Quick facts
| Grant type | R21 grant |
|---|---|
| Study type | NIH-funded research |
| Funding institution | Dartmouth College NIH-funded |
| Lab location | 1 site (Hanover, United States) |
| Project start | June 1, 2025 |
| Project end | May 31, 2027 |
| Funding year | 2025 |
| Award (this year) | $450,313 |
| NIH project number | 1R21DA062816-01 |
| Project ID | NIH-11116641 on NIH RePORTER |
Who could benefit from this research
✓Could help
Ideal candidates for this research are adults aged 21 and older who use cannabis lightly to moderately and experience symptoms of anxiety or depression.
✕Less likely to help
Patients who do not use cannabis or are not experiencing mental health symptoms may not benefit from this research.
What this research studies
This research investigates how advertising claims about cannabis as a treatment for mental health issues, like anxiety and depression, influence purchasing decisions among light-to-moderate cannabis users. Using a simulated online shopping platform, participants will be exposed to different types of advertising messages and mental health warning labels while browsing cannabis products. The study aims to determine if these claims increase the likelihood of purchasing cannabis and whether warning labels can reduce this effect. By analyzing the purchasing behaviors of participants, the research seeks to provide insights that could shape future cannabis advertising regulations.
Why it matters
Potential benefit: If successful, this research could lead to more informed cannabis advertising regulations that protect consumers from misleading claims.
How similar studies have gone: While the specific approach of this research is novel, similar studies have shown that advertising can significantly influence consumer behavior in various markets.
Where this research is happening
-
Dartmouth College
Hanover, United States Active
Researchers
- Principal investigator: Borodovsky, Jacob T — Dartmouth College
- Study coordinator: Borodovsky, Jacob T
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About this research
- This is an active NIH-funded research project — typically early-stage science, not a clinical trial accepting patient enrollment.
- Some NIH-funded labs run parallel clinical studies or seek volunteers for related work. To check, contact the principal investigator or institution listed above.
- For full project details, budget, and progress reports, visit the official NIH RePORTER page.