Examining how CBD health claims affect consumer buying behavior
The Impact of Cannabidiol (CBD) Health Claims at Point-of-Sale on Consumer Perceptions and Behavior: Mini Mart Randomized Control Trial (RCT)
This study is testing how health claims in CBD ads affect what people buy at a mini mart.
Quick facts
| Phase | Not applicable |
|---|---|
| Study type | Interventional |
| Enrollment | 420 (estimated) |
| Ages | 18 Years to 79 Years |
| Sex | All |
| Sponsor | Wake Forest University Health Sciences Academic / other |
| Locations | 1 site (Winston-Salem, North Carolina) |
| Trial ID | NCT06800066 on ClinicalTrials.gov |
What this trial studies
This study investigates the influence of cannabidiol (CBD) advertising that includes health claims on consumer purchasing decisions. Conducted at the University of North Carolina Mini Mart, participants will engage in shopping tasks to assess how different types of advertisements impact their behavior. The study aims to provide insights that could inform regulatory actions regarding the marketing of CBD products, which are often advertised with unsubstantiated health benefits. By comparing consumer responses to CBD ads versus non-CBD ads, the research seeks to fill a gap in understanding the effects of retail advertising on CBD consumption.
Who should consider this trial
Good fit: Ideal candidates for this study are U.S. residents aged 18-79 who are either current CBD users or have used CBD in the past year.
Not a fit: Patients who do not speak English or are outside the age range of 18-79 will not benefit from this study.
Why it matters
Potential benefit: If successful, this study could lead to better consumer protection and more informed regulatory policies regarding CBD marketing.
How similar studies have performed: While there is substantial evidence regarding the influence of advertising on consumer behavior for other substances, this specific approach to studying CBD health claims is novel and has not been extensively tested.
Eligibility criteria
Show full inclusion / exclusion criteria
Inclusion Criteria: * Age 18-79 * U.S. Resident * Satisfies one of the following CBD use categories: 1. Current CBD users (past 30 day use) (n=210) 2. Non current CBD users (use 12 Months ago or more) or susceptible never-user (n=210) * Able to read and speak English * Able to complete a survey on a computer without help * Willing to complete a shopping task at Mini Mart Exclusion Criteria: * Non-English speakers * Younger than 18 years, or older than 79 years
Where this trial is running
Winston-Salem, North Carolina
- Wake Forest University Health Sciences — Winston-Salem, North Carolina, United States (Recruiting)
Study contacts
- Principal investigator: Kimberly Wagoner, DrPH, MPH — Wake Forest University Health Sciences
- Study coordinator: Kimberly Wagoner, DrPH, MPH
- Email: kwagoner@wakehealth.edu
- Phone: 336.713.4223
How to participate
- Review the eligibility criteria above with your treating physician.
- Visit the official trial page on ClinicalTrials.gov for the most current contact information and recruitment status.
- Contact the listed study coordinator or principal investigator to request pre-screening. Pre-screening is free and never obligates you to enroll.