California College Professor Explores Cannabis Consumer Behavior and Market Trends Among Younger Adults

Blunt Business speaks with Connie Pechmann, professor of marketing with UC Irvine’s Paul Merage School of Business and an expert in consumer behavior. 

She is the lead author of a paper that published in Addiction about research that focuses specifically on the California cannabis retail market, examining purchasing trends and product preferences among young adults (age 21-24) in comparison to older adults (age 25+) from 2018-2021.

Connie shared that the University of California, Irvine, has a long-standing center for research in cannabis, and she wanted to reach a broader audience by publishing her findings in Addiction. She also revealed that her research was funded by a grant from the Bureau of Cannabis Control in California, which allowed her team to obtain data from retailers without having to purchase cannabis for research purposes.

Connie also discussed the analysis of a large dataset on retail sales, focusing on the purchasing patterns of customers with loyalty cards. They noted that this approach allowed them to study legal sales without the complications of obtaining permission to use products on human subjects. They also touched on the issue of obtaining products for research due to legal restrictions, with Connie clarifying that their campus does not cultivate cannabis. The conversation then shifted to the research conducted on the effects of cannabidiol and THC on driving performance, neuropsychiatric symptoms, and stress responses among older adults.

Connie also discussed the challenges and progress of research on cannabis. Connie explained that while research papers are published in journals as soon as possible, studies involving human subjects are facing delays due to bureaucratic hurdles and the need for extensive oversight.