Branding in a Budding Industry: The Influence of Visual Cues on Consumer Behavior in the Cannabis Market

Abstract

This study investigates the impact of visual branding cues on consumer responses in the cannabis market. Visual communication plays a critical role in shaping consumer behavior and perception. However, limited research exists on how consumers evaluate visual branding cues in the context of cannabis products. This study focuses on the effects of branded versus unbranded cannabis packaging for edible and inhalable products. It explores consumer product trust, product attitude, purchase intention, and willingness to pay in relation to visual branding cues. By investigating the impact of visual branding cues in the cannabis market, this study contributes new insights into the applicability of cue utilization theory and the theory of reasoned actions through this novel context.

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Additional information

Notes on contributors

Juan Mundel

Juan Mundel (Ph.D., Michigan State University) is an associate professor of strategic communication and Director of Global Initiatives at the Cronkite School at Arizona State University. He teaches graduate courses in digital audiences. E-mail: [email protected]

Tao Deng

Tao (Tony) Deng (Ph.D., Michigan State University) is an assistant professor of advertising in the College of Communication at DePaul University. His research interests include cross-cultural advertising appeal and strategies, consumer psychophysiological response to advertising messages, and interactive/digital advertising strategies.

Hyejin Kim

Hyejin Kim (Ph.D., University of Minnesota) is an assistant professor of advertising in the College of Communication at DePaul University. Her research explores the broader realm of social media advertising and electronic word-of-mouth (eWOM) by applying computational research approaches. She teaches data-driven advertising practices for both undergraduate and graduate students.