# Effects of Cannabis Species Labeling and Marketing on Perceptual, Subjective and Objective Use Outcomes

> **NIH NIH R01** · JOHNS HOPKINS UNIVERSITY · 2024 · $689,146

## Abstract

PROJECT SUMMARY
Sale of cannabis for recreational use is rapidly becoming legal across states in the US. While cannabis use
policies typically contain marketing restrictions, including prohibitions on misleading marketing claims, there is
limited research to inform operationalization of these policies, and these policies are rarely enforced. Cannabis
products are often labeled based on “species” or cultivar (Indica, Sativa, or Hybrid). Notably, there is limited
evidence that different species consistently have different profiles of chemical constituents. Despite this,
cannabis is marketed directly to consumers with product labels “Indica”, “Sativa”, and “Hybrid”, and with
corresponding marketing claims that the product has sedative (e.g., relaxation, sleepiness) or energizing (e.g.,
focus, productivity, physical activity) effects. Consumers also report experiencing sedative effects from Indica-
labeled cannabis and energizing effects from Sativa-labeled cannabis. This may translate into unsafe use: our
prior work has found consumers are more likely to report using Sativa-labeled (vs. Indica-labeled) cannabis
before driving or going to work. Despite the potential for public health harm, there is no data demonstrating
whether product perceptions, use expectancies, and subjective and objective acute effects of use vary by label
or marketing claim. Research from other consumer domains, including tobacco, indicates that labeling and
marketing can have powerful effects on product perceptions, use behavior, and use experience. Marketing and
labeling for cannabis could similarly foster inaccurate product perceptions (e.g., regarding harm), expectancy
effects (e.g., anticipating a product to increase focus) and lead to unsafe use (e.g., while driving). This
undermines initiatives to promote safe use of cannabis and risks public health. To date, controlled research
has not systematically evaluated how product labeling (Indica, Sativa, Hybrid) or associated marketing claims
(sedative vs. energizing) affect use behavior, risk perception, or acute drug effects. The proposed research
uses a large-scale content analysis of cannabis labeling and marketing (Aim 1), a randomized online
experiment (Aim 2), and a placebo-controlled randomized laboratory experiment (Aim 3) to document the
scope and effects of cannabis labeling (Indica, Sativa, Hybrid) and marketing claims (sedative, energizing).
Ultimately, this work will provide evidence to inform cannabis marketing and labeling policies, which are
necessary to protect public health.

## Key facts

- **NIH application ID:** 10980749
- **Project number:** 1R01DA059584-01A1
- **Recipient organization:** JOHNS HOPKINS UNIVERSITY
- **Principal Investigator:** Meghan Bridgid Moran
- **Activity code:** R01 (R01, R21, SBIR, etc.)
- **Funding institute:** NIH
- **Fiscal year:** 2024
- **Award amount:** $689,146
- **Award type:** 1
- **Project period:** 2024-07-01 → 2029-04-30

## Primary source

NIH RePORTER: https://reporter.nih.gov/project-details/10980749

## Citation

> US National Institutes of Health, RePORTER application 10980749, Effects of Cannabis Species Labeling and Marketing on Perceptual, Subjective and Objective Use Outcomes (1R01DA059584-01A1). Retrieved via AI Analytics 2026-05-27 from https://api.ai-analytics.org/grant/nih/10980749. Licensed CC0.

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