Stevens Elise M, Leshner Glenn, Cohn Amy M, Kim Seunghyun, Wagener Theodore L
Department of Population and Quantitative Health Sciences, Division of Preventative and Behavioral Medicine, University of Massachusetts Medical School, Worcester, MA.
Gaylord College of Journalism and Mass Communication, The University of Oklahoma, Norman, OK.
Cannabis. 2021 Oct 1;4(2):1-16. doi: 10.26828/cannabis/2021.02.001. Epub 2021 May 19.
The current study examined how cannabis use status impacts cognitive and emotional reactions to public health campaigns about cannabis, and the degree to which these reactions influence message likeability and attitudes about cannabis-related harms.
In a between-subjects design, 252 subjects recruited via Amazon Mechanical Turk viewed six real-world cannabis education messages: three message themes (cognitive ability, driving, and health harms) from each of two real-world public campaigns. Subjects answered questions measuring their cognitive and emotional reactions to each message as well as message likeability and harm perceptions of cannabis. Analyses examined the mediating effects of message responsiveness on the association between baseline cannabis use (user vs non-user) with indices of liking and harm.
For all three message themes, informativeness ratings mediated the effect of cannabis user status on the outcomes of perceived harmfulness and message likeability. Specifically, cannabis users perceived cannabis as less harmful and reported all messages as less likeable compared to non-users, partly because they perceived the messages to be less informative than non-users. Surprisingly, users found some of the messages to be more pleasant, which was associated with increased perceptions of harm and message liking compared to non-users.
Cannabis education campaigns that take into account differences in emotional and cognitive reactions by use experience, rather than use a "one size fits all" approach, could possibly maximally impact likeability and harm perceptions of these messages.
本研究考察了大麻使用状况如何影响对有关大麻的公共卫生运动的认知和情绪反应，以及这些反应在多大程度上影响信息的受欢迎程度和对大麻相关危害的态度。
在一项被试间设计中，通过亚马逊土耳其机器人招募的252名受试者观看了六条真实世界的大麻教育信息：来自两个真实世界公共运动的三个信息主题（认知能力、驾驶和健康危害）。受试者回答了测量他们对每条信息的认知和情绪反应以及信息受欢迎程度和对大麻危害认知的问题。分析考察了信息反应性在基线大麻使用（使用者与非使用者）与喜欢程度和危害指数之间的关联中的中介作用。
对于所有三个信息主题，信息性评分介导了大麻使用者状态对感知有害性和信息受欢迎程度结果的影响。具体而言，与非使用者相比，大麻使用者认为大麻危害较小，并且报告所有信息的受欢迎程度较低，部分原因是他们认为这些信息不如非使用者认为的那样具有信息性。令人惊讶的是，使用者发现一些信息更令人愉快，与非使用者相比，这与对危害和信息喜欢程度的认知增加有关。
考虑到使用体验导致的情绪和认知反应差异，而不是采用“一刀切”方法的大麻教育运动，可能会最大程度地影响这些信息的受欢迎程度和对危害的认知。
