Norm-based messages and cannabis choices in the context of emerging drug trends: a discrete choice experiment in France and Italy
- 1Department of Economic Sociology, Faculty of Business, Economics and Statistics, University of Vienna, Vienna, Austria; Corresponding author.
- 2Yong Loo Lin School of Medicine, National University of Singapore, Singapore; Department of Sociology and Social Research, University of Trento, Trento, Italy
Abstract
Background: Norm-based communication interventions are increasingly used in cannabis prevention, yet evidence remains limited regarding how different normative messages influence cannabis-related preferences. This study examines whether exposure to norm-based messages affects cannabis product preferences and identifies strategies most effective in reducing preferences for THC products. Methods: An online survey incorporating a discrete choice experiment was conducted among 2001 adults in France (n = 1001) and Italy (n = 1000). Participants were randomly assigned to one of five video-based normative messages or a control condition. The experiment assessed preferences for cannabis products varying in type (CBD versus THC), price, payment method, vendor reputation, sales volume, and product ranking. Regression models estimated differences in THC selection probabilities across conditions. Results: Four normative messages, highlighting a shift towards CBD use, approval of CBD use, disapproval of THC use, or legal prohibition, significantly reduced the adjusted probability of selecting THC products by 5.6–7.3 percentage points compared with the control condition (odds ratios approximately 0.72–0.78). The message emphasising declining THC consumption showed no statistically significant effect (OR = 0.97). Discussion: The findings demonstrate that different normative messages do not produce equivalent effects on cannabis-related preferences. Messages emphasising alternative products, social approval or disapproval, and legal restrictions were associated with lower THC preferences, whereas communicating declining consumption trends was not. This distinction highlights the relevance of message content and framing for cannabis-prevention communication. Conclusions: Brief, video-based normative messages can influence stated cannabis product preferences, although their effectiveness varies across formulations. Prevention interventions should therefore prioritise testing specific communication strategies rather than assuming that all normative messages are equally effective. These findings provide experimental evidence to inform the development and evaluation of targeted cannabis-prevention interventions
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BibTeX
@article{andrei2026normbased,
title = {{Norm-based messages and cannabis choices in the context of emerging drug trends: a discrete choice experiment in France and Italy}},
author = {Filippo Andrei and Giuseppe Alessandro Veltri},
journal = {Emerging Trends in Drugs, Addictions, and Health},
year = {2026},
month = oct,
doi = {10.1016/j.etdah.2026.100284},
url = {https://doi.org/10.1016/j.etdah.2026.100284},
note = {CC BY},
}
RIS
TY - JOUR
TI - Norm-based messages and cannabis choices in the context of emerging drug trends: a discrete choice experiment in France and Italy
AU - Filippo Andrei
AU - Giuseppe Alessandro Veltri
PY - 2026
DA - 2026/10/30
JO - Emerging Trends in Drugs, Addictions, and Health
DO - 10.1016/j.etdah.2026.100284
UR - https://doi.org/10.1016/j.etdah.2026.100284
AB - Background: Norm-based communication interventions are increasingly used in cannabis prevention, yet evidence remains limited regarding how different normative messages influence cannabis-related preferences. This study examines whether exposure to norm-based messages affects cannabis product preferences and identifies strategies most effective in reducing preferences for THC products. Methods: An online survey incorporating a discrete choice experiment was conducted among 2001 adults in France (n = 1001) and Italy (n = 1000). Participants were randomly assigned to one of five video-based normative messages or a control condition. The experiment assessed preferences for cannabis products varying in type (CBD versus THC), price, payment method, vendor reputation, sales volume, and product ranking. Regression models estimated differences in THC selection probabilities across conditions. Results: Four normative messages, highlighting a shift towards CBD use, approval of CBD use, disapproval of THC use, or legal prohibition, significantly reduced the adjusted probability of selecting THC products by 5.6–7.3 percentage points compared with the control condition (odds ratios approximately 0.72–0.78). The message emphasising declining THC consumption showed no statistically significant effect (OR = 0.97). Discussion: The findings demonstrate that different normative messages do not produce equivalent effects on cannabis-related preferences. Messages emphasising alternative products, social approval or disapproval, and legal restrictions were associated with lower THC preferences, whereas communicating declining consumption trends was not. This distinction highlights the relevance of message content and framing for cannabis-prevention communication. Conclusions: Brief, video-based normative messages can influence stated cannabis product preferences, although their effectiveness varies across formulations. Prevention interventions should therefore prioritise testing specific communication strategies rather than assuming that all normative messages are equally effective. These findings provide experimental evidence to inform the development and evaluation of targeted cannabis-prevention interventions
SN - 2667-1182
ER -