Recreational Marijuana Marketing and Young Adult Consumer Behavior

总结/摘要 在过去的十年中，美国标志着大麻（MJ）政策和零售环境的关键变化， 最常用的联邦非法药物，特别是在年轻人和种族和性/性别少数群体中流行 （SGM）。尽管关于娱乐MJ的争议，进一步合法化是可能的，各州将继续导航 其实施。因此，具有合法娱乐MJ的州提供了监测娱乐MJ的机会和需要。 MJ零售和对各个子集团的影响，因为MJ监管框架处于起步阶段，需要改进 考虑到MJ零售的细微差别（例如，专卖店、独特多样的产品、渐进的促销策略）。的 这项研究的总体目标是为监管工作提供信息，以尽量减少弱势群体中MJ的使用， 合法化的娱乐MJ和那些随后使其合法化的MJ。本提案的直接目标是审查 娱乐MJ市场，MJ使用，以及受影响群体的消费者细分的相关看法， 尤其是不同的年轻人。我们的科学前提建立在文献上，表明合法的药品零售营销- 实体和在线都以特定人群为目标（例如，种族/少数民族，SGM，年轻人）和 这种营销对这些群体中物质使用的影响。MJ零售业在很大程度上缺乏标准化的行业 营销监督工具，这些工具在确定烟草和酒精零售营销的影响方面至关重要 并通知监管部门。该提案利用了我们团队先前的工作;我们开发了监视工具来描述 销售点实践（例如，年龄验证）、产品可用性、促销策略和brick- 现在广泛应用于研究和实践。调查结果表明，政策存在几个问题 顺应性（例如，年龄核实）、吸引年轻人和少数群体的宣传战略、各种健康 最低限度的健康警告。我们的研究小组还表明，识别年轻人的高风险， 通过使用基于心理学的行业市场细分（例如， 价值观、态度、生活方式）;心理学与社会人口统计学在多大程度上为行业营销提供了信息 战略，特别是在目标人群中，并不广为人知。使用社会生态学框架和扩散 创新，我们的目标是：1）确定是否邻里人口与营销和POS 随着时间的推移，娱乐MJ零售商的做法，占政策背景;和2）比较年轻的成人市场 根据年龄和少数民族地位与心理学定义的与MJ使用、感知、访问和广告有关的细分市场 随着时间的推移，在具有不同MJ政策背景（娱乐，医疗，无合法MJ政策）的州暴露。领导的 由一个泰然自若的研究小组提出，这项建议是：a）响应NOT-DA-19-065（关于 大麻）; B）基于强有力的科学前提和理由; c）高度整合目标/数据来源;以及d） 基于严格的方法集成创新的应用。我们包括一个强大的传播计划， 监督MJ零售实施的州/地方机构的代表，以加快研究转化为实践。

SUMMARY/ABSTRACT The past decade in the US marked pivotal changes in the policy and retail environments regarding marijuana (MJ), the most commonly used federally illicit drug, particularly prevalent in young adults and racial and sexual/gender minorities (SGM). Despite controversy regarding recreational MJ, further legalization is likely, and states will continue to navigate its implementation. Thus, states with legalized recreational MJ provide an opportunity and a need to monitor recreational MJ retail and impact on various subgroups, as MJ regulatory frameworks are in their infancy and require advancements given the nuances of MJ retail (e.g., specialty stores, uniquely diverse products, progressive promotional strategies). The overall goal of this research is to inform regulatory efforts to minimize MJ use in vulnerable populations, in states with legalized recreational MJ and those that subsequently legalize it. The immediate objective of this proposal is to examine the recreational MJ market, MJ use, and related perceptions in consumer segments of disproportionately-impacted groups, particularly diverse young adults. Our scientific premise builds on literature indicating that licit drug retail marketing – both brick-and-mortar and online – target certain populations (e.g., racial/ethnic minorities, SGM, young adults) and the consequences of such marketing on substance use in these groups. The MJ retail has largely lacked standardized industry marketing surveillance tools, which have been critical in establishing the impact of tobacco and alcohol retail marketing and informing regulation. This proposal leverages our team’s prior work; we developed surveillance tools to characterize point-of-sale practices (e.g., age verification), product availability, promotional strategies, and product pricing at brick- and-mortar shops and online – now used broadly in research and practice. Findings indicated several issues with policy compliance (e.g., age verification), promotional strategies appealing to young people and minorities, various health claims, and minimal health warnings. Our team has also shown the utility of identifying young adults at high-risk for substance use and likely marketing exposure by using industry market segmentation based on psychographics (e.g., values, attitudes, lifestyle); the extent to which psychographics vs. sociodemographics inform industry marketing strategies, particularly among targeted populations, is not well known. Using a Socioecologic Framework and Diffusion of Innovations, we aim to: 1) determine whether neighborhood demography is associated with marketing and POS practices among recreational MJ retailers over time, accounting for policy context; and 2) compare young adult market segments defined by age and minority status vs. psychographics in relation to MJ use, perceptions, access, and advertising exposure in states with differing MJ policy contexts (recreational, medicinal, no legalized MJ policy) over time. Led by a by uniquely-poised research team, this proposal is: a) responsive to NOT-DA-19-065 (public health research on cannabis); b) based on a strong scientific premise and rationale; c) highly integrative across aims/data sources; and d) based on rigorous methods integrating innovative applications. We include a robust dissemination plan involving representatives from state/local agencies overseeing MJ retail implementation to speed research translation to practice.