关于大麻食用品品牌名称的专题文本分析
Beth A Reboussin1, Shelby Lake2, E Alfonso Romero-Sandoval3
1Department of Biostatistics and Data Science, Wake Forest University School of Medicine, Winston-Salem, North Carolina, USA.
Cannabis and cannabinoid research
|June 20, 2025
概括
大麻食用品牌名称在delta-9-tetrahydrocannabinol (THC) 和cannabidiol (CBD) 产品之间存在显著差异. 对于THC食用品的营销策略通常使用大麻文化和食品主题,而CBD品牌强调健康和健康,可能会影响消费者的感知和伤害意识.
科学领域:
- 大麻研究 大麻研究
- 营销和消费者行为.
- 公共卫生 公共卫生
背景情况:
- 大麻食用品行业正在迅速扩大,具有多样化的品牌战略.
- 了解品牌如何影响消费者对吸引力和危害的看法,对于公共卫生至关重要.
- 以前的研究并没有广泛分析THC和CBD产品之间的品牌名称的主题差异.
研究的目的:
- 探索大麻食用品牌名称的主题内容.
- 为了比较含有delta-9-tetrahydrocannabinol (THC) 和cannabidiol (CBD) 的产品的品牌命名策略.
- 评估品牌名称对消费者的吸引力和损害感知的潜在影响.
主要方法:
- 对250个品牌的1344种大麻食用产品进行了探索性主题文本分析.
- 数据从2022年6月至11月期间的在线广告中收集.
- 品牌根据其主要的大麻素含量进行分类:仅含THC,THC和CBD,或仅含CBD.
主要成果:
- 五个核心主题出现了:大麻文化,产品特征,医学和健康,环境和自然,身份和文化.
- 只有CBD的品牌主要使用"医药和健康"主题 (45%),专注于健康和预期效果.
- 含THC产品的品牌更经常使用"大麻文化" (12-18%),"食物类型" (8-21%),以及"精神/神秘" (0-9%) 的子主题.
结论:
- 对于THC与CBD大麻食用品牌名称存在不同的营销策略.
- 这些命名惯例可能会影响消费者的吸引力和对潜在风险的看法.
- 对大麻食用品营销的监管和监控是必要的,以防止欺骗消费者和淡化风险.
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