Marijuana advertising exposure among current marijuana users in the U.S.
Marijuana advertising exposure among current marijuana users in the U.S.
复制标题
DOI：
10.1016/j.drugalcdep.2017.01.017
复制
发表时间：
2017-05-01
影响因子：
4.2
通讯作者：
Cavazos-Rehg PA
中科院分区：
文献类型：
--
作者：
Krauss MJ;Sowles SJ;Sehi A;Spitznagel EL;Berg CJ;Bierut LJ;Cavazos-Rehg PA
我们通过传统媒体和新媒体研究了年轻成年大麻用户中广告曝光的普遍性，并确定了与寻求广告相关的特征。我们使用预先存在的在线面板（N=742）对美国18-34岁的上个月大麻使用者进行了横断面调查。调查询问了过去一个月被动观看和主动寻找大麻广告、广告来源和大麻使用特征。在过去的一个月里，超过一半的参与者接触过大麻广告（28%被动地观察广告，26%主动地寻找广告）。观察广告的常见来源是数字媒体（即，社交媒体、在线、文本/电子邮件; 77%）。同样，那些积极寻找广告的人经常使用互联网搜索引擎（65%）和社交媒体（53%）。寻求广告在那些使用医疗（41%仅医疗，36%医疗和娱乐）的人中比娱乐用户（18%）更常见，使用浓缩物或食品（44%和43%）的人比那些没有（20%和19%）的人更常见，每天使用多次（33%）的人比那些没有（19%）的人（所有p<0.01）。用户接触大麻广告是很常见的，特别是通过数字媒体，并且与医疗使用，重度使用和使用具有较高THC浓度的新型产品（即，浓缩物）或更长的中毒持续时间（即，可食用的）。随着美国大麻政策格局的变化，重要的是要研究广告曝光与使用的持续性或频率/数量之间的潜在因果关系。
Little is known about marijuana advertising exposure among users in the U.S. We examined the prevalence of advertising exposure among young adult marijuana users through traditional and new media, and identified characteristics associated with seeking advertisements. We conducted a cross-sectional survey of 18–34 year-old past-month marijuana users in the U.S. using a pre-existing online panel (N=742). The survey queried about passively viewing and actively seeking marijuana advertisements in the past month, sources of advertisements, and marijuana use characteristics. Over half of participants were exposed to marijuana advertising in the past month (28% passively observed advertisements, 26% actively sought advertisements). Common sources for observing advertisements were digital media (i.e., social media, online, text/emails; 77%). Similarly, those actively seeking advertisements often used Internet search engines (65%) and social media (53%). Seeking advertisements was more common among those who used medically (41% medical only, 36% medical and recreational) than recreational users (18%), who used concentrates or edibles (44% and 43%) compared to those who did not (20% and 19%), and who used multiple times per day (33%) compared to those who did not (19%) (all p<0.01). Exposure to marijuana advertising among users is common, especially via digital media, and is associated with medical use, heavier use, and use of novel products with higher THC concentrations (i.e., concentrates) or longer intoxication duration (i.e., edibles). As the U.S. marijuana policy landscape changes, it will be important to examine potential causal associations between advertising exposure and continuation or frequency/quantity of use.