Psychology of the Cannabis Industry | BTE

Contents

• 1. The Influence of Psychology in Cannabis Consumption
• 2. Historical Psychology and Cannabis Usage
• 3. Philosophical Psychology: How Cannabis Reflects Society’s Morality
• 4. Strategies Employed by Brands, Dispensaries, and Legislators
• 5. Customer Purchase Behaviors and Psychological Influence
• 6. Future Trends: Psychological and Compliance-Based Labeling
• 7. Glossary
• 8. Quiz

The Influence of Psychology in Cannabis Consumption

Psychological principles such as reinforcement, cognitive dissonance, and reward-seeking behavior are at the heart of consumer interaction with cannabis products. The decision to purchase, consume, or continue using cannabis is often driven by a desire to relieve stress, anxiety, or pain, aligning with operant conditioning principles where relief becomes the reward.

Historical Psychology and Cannabis Usage

The use of cannabis has evolved with societal changes, particularly influenced by historical and cultural shifts. Historically, the stigma of cannabis was based on racial and political manipulation, but as perceptions changed, so did its use and legal status. Historical psychology examines how previous generations used cannabis both for medicinal and recreational purposes.

Philosophical Psychology: How Cannabis Reflects Society’s Morality

Philosophical psychology addresses the moral and ethical aspects of cannabis. Many advocates argue that cannabis promotes well-being and should be part of holistic healthcare, while opponents raise concerns over its addictive qualities. The debate ties back to broader societal discussions on freedom, personal responsibility, and morality.

Strategies Employed by Brands, Dispensaries, and Legislators

Cannabis companies and legislators apply a range of psychological tactics to influence behavior. Brands use packaging, pricing, and promotions to create an emotional connection with consumers, while dispensaries focus on customer experience and education. Legislators leverage compliance and labeling to ensure consumer safety and to align with broader societal values regarding responsible cannabis consumption.

Customer Purchase Behaviors and Psychological Influence

Brands often employ scarcity marketing or highlight specific effects like “relaxation” or “focus” on packaging to appeal to psychological drivers like FOMO (fear of missing out) or specific needs. Dispensaries might train budtenders to suggest certain products that cater to customers’ psychological desires for pain relief or relaxation.

Another way to look at the psychology of purchasing behaviors is to look at why people are buying what it is they’re buying. Example: in mid-2022, the number one category across the industry was “pre-packed flower” (Pre-Rolls). Why? Psychology. See, prior to COVID consumers had no problem going to the local dispensary. Because COVID instilled a new mindset in the people–one that emphasized social distancing, masks, and self-quarantine, consumers had to engage in alternative methods of logistics and distribution 😉. Namely, having access to marketplaces via delivery.