CBD Advertising for Consumer Perceptions

(RCT Trial)

Overseen By Kimberly Wagoner, DrPH, MPH

Age: 18+

Sex: Any

Trial Phase: Academic

Sponsor: Wake Forest University Health Sciences

Disqualifiers: Non-English speakers, age limits

No Placebo Group All trial participants will receive the active study treatment (no placebo)

Compensation: Varies

Number of Visits: 4

What You Need to Know Before You Apply

What is the purpose of this trial?

This trial explores how ads for CBD, a compound from cannabis, with health claims influence purchasing decisions. Researchers aim to determine if these ads increase the likelihood of buying CBD products. Participants will view various ads, some related to CBD and others not. Ideal candidates for this trial are U.S. residents who have used CBD in the past 30 days, used it over a year ago, or have never used it but are open to trying. Participants should feel comfortable using a computer and completing a survey. As an unphased trial, this study provides a unique opportunity to contribute to understanding consumer behavior regarding CBD products.

Will I have to stop taking my current medications?

The trial information does not specify whether you need to stop taking your current medications.

What prior data suggests that this study's methods are safe for participants?

Research has shown that cannabidiol (CBD) is generally safe for people. CBD is an active ingredient in the FDA-approved drug Epidiolex, which treats certain types of epilepsy. This approval indicates that CBD has passed strict safety checks for that specific use. However, when used for other purposes, its safety might differ because the FDA hasn't reviewed these uses.

Even though the FDA hasn't approved CBD for other uses, studies have found that people often perceive CBD as safe. This belief may stem more from marketing and personal stories than from scientific proof. It's important to note that CBD can interact with other medications and might cause side effects like dry mouth, diarrhea, and tiredness in some people.

In summary, while CBD is considered safe in certain medical situations, its safety for other uses isn't guaranteed. Anyone considering participation in a study should review the existing evidence and consult their healthcare provider. ^{1 2 3 4 5}

Why are researchers excited about this trial?

Researchers are excited about this trial because it explores how advertising influences consumer perceptions and purchase behavior regarding CBD products. Unlike traditional approaches that focus on the medicinal effects of CBD itself, this study examines the psychological and behavioral impact of marketing strategies. By comparing consumer reactions to CBD ads versus non-CBD public service announcements, researchers hope to uncover insights into how advertising affects buying decisions, potentially shaping future marketing practices in the CBD industry.

What evidence suggests that this trial's treatments could be effective for influencing consumer purchase behavior?

This trial will compare the effects of CBD advertising with non-CBD advertising on consumer perceptions. Research has shown that CBD is often marketed for wellness and pain relief, common reasons for trying these products. Many people are familiar with CBD, and some have used it, with a few reporting benefits for conditions like fibromyalgia. However, the FDA has not approved CBD for these uses, and claims about its health benefits often lack strong scientific proof. Advertising can influence how people view CBD, but its effectiveness for various health issues remains uncertain without more thorough studies. ^{1 2 3 6 7}

Who Is on the Research Team?

Kimberly Wagoner, DrPH, MPH

Principal Investigator

Wake Forest University Health Sciences

Are You a Good Fit for This Trial?

This trial is for individuals interested in consumer behavior, specifically how advertising with health claims affects people's willingness to buy CBD products. There are no specific inclusion or exclusion criteria mentioned.

Inclusion Criteria

Able to complete a survey on a computer without help

I currently use CBD, have used it in the past, or am open to using it.

U.S. Resident

Exclusion Criteria

Non-English speakers

Timeline for a Trial Participant

Screening

Participants are screened for eligibility to participate in the trial

1-2 weeks

1 visit (virtual)

Informed Consent and Randomization

Participants provide informed consent and are randomly assigned to either the control or experimental condition at the Mini-Mart

1 day

1 visit (in-person)

Shopping Task

Participants complete a shopping task in the Mini-Mart to evaluate the impact of CBD advertising on consumer behavior

90 minutes

1 visit (in-person)

Post-Shopping Survey

Participants complete a survey assessing product appeal, perceived safety, and willingness to try CBD

15 minutes

1 visit (in-person)

Follow-up

Participants are monitored for any additional feedback or outcomes related to the study

1 week

What Are the Treatments Tested in This Trial?

Interventions

• Purchase Behavior - (CBD ads)
• Purchase Behavior - (Non-CBD ads)

Trial Overview

The study investigates the impact of CBD-related advertisements on consumer purchase behavior. Participants will be exposed to ads that either contain CBD health claims or do not (non-CBD ads) to see if there's a difference in their buying actions.

How Is the Trial Designed?

Group I: Experimental Arm (CBD ads) Experimental Treatment 1 Intervention

In the experimental condition, the Mini-Mart will display 18 different advertisements for CBD and 1 display box for a CBD product.

Group II: Control Arm (Non-CBD ads) Active Control 1 Intervention

In the control condition, the Mini-Mart will display 18 advertisements that are public service announcement (PSA) - type messages. These ads are not related to any products (CBD or non-CBD products) available in the Mini-Mart.

Who Is Running the Clinical Trial?

Wake Forest University Health Sciences

Lead Sponsor

Trials

1,432

Recruited

2,506,000+

National Institute on Drug Abuse (NIDA)

Collaborator

Trials

2,658

Recruited

3,409,000+

Published Research Related to This Trial

In a survey of 214 patients with spine-related pain, 25.2% reported using cannabidiol (CBD), primarily for relief from back and neck pain, with oil being the most popular form of consumption.

While many users reported benefits such as pain relief (46.3%) and improved sleep (33.3%), a significant portion (24.1%) experienced no benefits, highlighting the need for further research on CBD's efficacy and safety in this context.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Prevalence of Cannabidiol Use in Patients With Spine Complaints: Results of an Anonymous Survey. Lovecchio, F., Langhans, MT., Bennett, T., et al.[2021]

A study involving 2464 young adults revealed that while 97.9% had heard of CBD, many held misconceptions about its regulation, with only 24.9% believing it required FDA approval, highlighting a need for better consumer education.

Participants generally perceived CBD as safe and effective for issues like pain and anxiety, but concerns about limited regulation and evidence of its effectiveness suggest that ongoing monitoring of consumer perceptions is essential as the market grows.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Young adults' knowledge, perceptions and use of cannabidiol products: a mixed-methods study. Wysota, CN., Le, D., Clausen, ME., et al.[2023]

A study of 164 crowdfunding campaigns revealed that consumers often turn to CBD for medical treatment due to self-directed research, recommendations from trusted care providers, or personal experiences shared within their networks.

The most common proposed medical uses for CBD included cancer treatment (96 campaigns) and seizure-inducing conditions (48 campaigns), indicating a significant interest in CBD for serious health issues despite limited clinical evidence.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

What are the informational pathways that shape people's use of cannabidiol for medical purposes? Zenone, MA., Snyder, J., Crooks, VA.[2021]

A survey of 104 epilepsy patients revealed a strong preference for plant-derived cannabidiol (CBD) over synthetic options, with 73% favoring the natural source due to perceived safety and fewer side effects.

The study indicated that 68% of patients were willing to pay for CBD treatment, with many estimating costs below €500 per month, highlighting the significant demand for effective epilepsy management options.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Plant derived versus synthetic cannabidiol: Wishes and commitment of epilepsy patients. von Wrede, R., Moskau-Hartmann, S., Amarell, N., et al.[2021]

The CBD market is rapidly expanding, with a projected growth from nearly 3 billion USD in 2020 to over 55 billion USD by 2028, despite the FDA only approving one CBD drug for seizures and warning against unproven health claims.

Analysis of over two million tweets revealed that the most common health claims for CBD products on social media relate to pain (31.67%), anxiety disorders (27.11%), sleep disorders (13.77%), and stress (10.37%), highlighting the need for better regulation and surveillance of these claims.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Therapeutic Claims in Cannabidiol (CBD) Marketing Messages on Twitter. Soleymanpour, M., Saderholm, S., Kavuluru, R.[2022]

Nearly 50% of CBD users experienced adverse drug events (ADEs), with common issues including elevated liver enzymes, sedation, and sleep disturbances, indicating a significant safety concern.

CBD has a high potential for drug-drug interactions (DDIs) due to its effects on drug metabolism, particularly with enzymes like CYP3A4 and CYP2C19, suggesting that careful monitoring and dose adjustments may be necessary for patients on multiple medications.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Potential Adverse Drug Events and Drug-Drug Interactions with Medical and Consumer Cannabidiol (CBD) Use. Brown, JD., Winterstein, AG.[2020]

A study analyzing advertising data from 2017 to 2021 revealed that Charlotte's Web was the leading CBD company in terms of unique ads, occurrences, and expenditures, accounting for over 70% of total spending among three major brands.

The majority of CBD advertising focused on themes of brand trust and quality, wellness, and pain relief, with online display ads being the most common format, highlighting the need for regulatory oversight in CBD marketing practices.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Cannabidiol Marketing Strategies in the United States: An Analysis of Three Prominent Companies. Berg, CJ., Schauer, GL., Cavazos-Rehg, P., et al.[2023]

A study involving 171 participants found that while recreational use is a primary motive for cannabis, CBD is more commonly used for beauty purposes, highlighting different user intentions between the two products.

The research revealed significant differences in side effect profiles between CBD and cannabis, but no notable age-related differences in motives for use were observed, suggesting that further studies with a more diverse age range are needed.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Comparison of CBD and Cannabis Use Motives. Bilaonova, A., Phillips, JA., Anderson, KG.[2023]

A study analyzing 39 FDA Warning Letters from 2015 to 2019 found that 97% of violations were related to marketing CBD products as unapproved new drugs, often claiming therapeutic benefits for over 125 health issues, including serious conditions like cancer and diabetes.

The majority of violations (79.5%) also involved marketing CBD as dietary supplements or food products, highlighting the need for better regulation to protect consumers from misleading claims about CBD's safety and efficacy.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Health Claims About Cannabidiol Products: A Retrospective Analysis of U.S. Food and Drug Administration Warning Letters from 2015 to 2019. Wagoner, KG., Lazard, AJ., Romero-Sandoval, EA., et al.[2022]

A survey of 182 current CBD users revealed that those who also use marijuana (CBD+MJ) tend to use CBD more frequently and for longer durations, indicating a potential pattern of co-use between these substances.

CBD+MJ users are more likely to use CBD for medical reasons and prefer various administration methods, such as vaping or topical application, while also showing a tendency towards smoking behaviors, which may have implications for understanding the risks and benefits of cannabis products.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

A Multiple Correspondence Analysis of Patterns of CBD Use in Hemp and Marijuana Users. Vilches, JR., Taylor, MB., Filbey, FM.[2021]

Citations

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withpower.com

withpower.com/trial/cbd-advertising-for-consumer-perceptions-de699

CBD Advertising for Consumer Perceptions (RCT Trial)

The research shows that CBD advertising often focuses on themes like wellness, pain relief, and trust, which are common reasons people use CBD products.

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clinicaltrials.gov

clinicaltrials.gov/study/NCT06069713?term=CBD&viewType=Table&rank=1

Consumer Perceptions of Cannabidiol (CBD) Health Claims

After viewing all 5 ads in their assigned panel, participants will complete measures assessing outcome expectancies of CBD use, perceived benefits of daily CBD ...

3.

pmc.ncbi.nlm.nih.gov

pmc.ncbi.nlm.nih.gov/articles/PMC9677236/

Young adults' knowledge, perceptions and use of ...

Overall, 97.9% of survey participants reported having heard of CBD, 51.4% ever/lifetime use and 32.0% past 6-month use. Survey participants ...

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sciencedirect.com

sciencedirect.com/science/article/pii/S1526590020301176

Cannabidiol Use for Fibromyalgia: Prevalence of Use and ...

This article indicates that CBD use is common among people with fibromyalgia, and the results suggest that many derive benefit from using CBD across multiple ...

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researchgate.net

researchgate.net/publication/363922595_Cannabidiol_Marketing_Strategies_in_the_United_States_An_Analysis_of_Three_Prominent_Companies

Cannabidiol Marketing Strategies in the United States

Charlotte's Web accounted for the greatest proportion of unique ads, ad occurrences, and expenditures (53.3%, 62.8%, and 70.3%, respectively), ...

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healthpolicy.duke.edu

healthpolicy.duke.edu/sites/default/files/2021-07/Exploring%20Policy%20Options%20for%20Establishing%20Cannabidiol%20Safety%20Surveillance_Summary.pdf

Introduction to CBD and Monitoring Risks of Consumer ...

Establishing a CBD safety surveillance system would help regulators, public health officials, and healthcare providers collect data to advance.

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pmc.ncbi.nlm.nih.gov

pmc.ncbi.nlm.nih.gov/articles/PMC10714108/

Cannabidiol Knowledge, Perceptions, and Use Among ...

We examined (1) CBD product knowledge, perceptions, use, and use intentions among young adults and (2) correlates of use and use intentions.