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Macromarketing & Public Policy / Publication Abstract

Evidence-Based Cannabis Policy: A Framework to Guide Marketing and Public Policy Research

Jan 1, 2020

Jeremy Kees, Paula Fitzgerald, Joshua D Dorsey, Ronald Paul Hill

Macromarketing & Public Policy
Health & Nutrition


As more states legalize marijuana, policy makers are left with a “brave new world” and little direction regarding how to navigate this burgeoning marketplace. Comparisons to currently controlled substances such as alcohol and tobacco are helpful but incomplete, as consumers use and distribute cannabis differently than these products, and these products have a different physical and psychological impact on consumers. As a result, states have taken diverse approaches with regard to medicinal and recreational cannabis legalization. The current public policy regarding cannabis legalization lacks a clear framework and can be uniquely informed by marketing and public policy researchers. The purpose of this article is to provide a solid starting place for these conversations and to offer ideas about scholarly efforts and research opportunities.

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