Reefer MadnessGroup 2 Dylan Deilkes

Braxton Forestal

Austin Cox

Ethan Fager

● Discuss:o Why consumer values are changingo How values have affected the marijuana

industryo How legalization will change purchasing

patterns

Our Goal

Then● Great Depression fostered

fear around substance● Studies linked cannabis

with socially deviant activities

● 1936 - Reefer Madness● 1970 - Comprehensive

Drug Abuse Prevention and Control Act

Background

Now● Recent history shows

radical changes in opinion ● Can be traced to

California’s decision to legalize in 1996

● 1991 held 17% v. 2014 held 58%

State● 20 states allow for

comprehensive public medical marijuana programs

● Two states observe recreational legal status

Legal StatusFederal● Regulates drugs through

the Controlled Substance Act

● decided to leave regulation up to state governments

Schemas● Paranoid● Distracted

Daydreamer● “The Munchies”

What is a “Stoner”?Reasons● Dr. David Sack● “Party Drugs”

Recreational● 21+● No card required● Similar to alcohol

Buying patternsMedical● No age limit● Medical card

required● Based on

necessity

● Region and race have some significance

● Age and political support are the largest factors

● 3 in 4 Americans believe that nationwide marijuana legalization is inevitable

● Public’s opinion is shifting and fueling change

Group Conformity / Culture

● Values are changing due to the perception of morality and the theory of reasoned action

Observational / Classical Conditioning Learning

● Love and Belongingness Needs

● Self-Esteem Needs

● Self Actualisation

Hierarchy of Needs

● Legal States: Management can use data analysis to narrow down a target market

● Illegal States: Management can use information from legal states to show how legalization could be beneficial

Conclusion and Recommendations

CNN. (2014, Jan 06). Cnn poll: Support for legal marijuana soaring [Web log message]. Retrieved from http://politicalticker.blogs.cnn.com/

"Dope." FRONTLINE. PBS, n.d. Web. 08 Apr. 2014. <http://www.pbs.org/wgbh/pages/frontline/shows/dope/etc/cron.html>.

Eddy, Mark. "Medical Marijuana: Review and Analysis of Federal and State Policies."Congressional Reserve Research (2010): 1-8. 2 Apr. 2010. Web. 29 Mar. 2014. <

http://www.fas.org/sgp/crs/misc/RL33211.pdf>.

Erb, Kelly Phillips. "It's No Toke: Colorado Pulls In Millions In Marijuana Tax Revenue." Forbes. Forbes Magazine, 11 Mar. 2014. Web. 08 Apr. 2014.

<http://www.forbes.com/sites/kellyphillipserb/2014/03/11/its-no-toke-colorado-pulls-in-millions-in-marijuana-tax-revenue/>.

Olson, Jerry. "Inside Scoop on Colorado's Marijuana Market." Personal interview. 23 Mar. 2014.

Reefer Madness. Moon Station. N.p., n.d. Web. 29 Mar. 2014. <http://moonstation.ru/wp-content/uploads/2009/03/reefer-madness.gif>.

Sack, M.D. David. "The 'Stoner' Stereotype: Myth or Reality?" The Huffington Post. TheHuffingtonPost.com, 16 July 2013. Web. 06 Apr. 2014.

Swift, A. (2013, October 22). For first time, Americans favor legalizing marijuana. Retrieved from

http://www.gallup.com/poll/165539/first-time-americans-favor-legalizing-marijuana.aspx?utm_source=add_this&utm_medium=addthis.com&utm_campaign=sharing

Webley, Kayla. "Brief History: Medical Marijuana." Time Jun 21 2010: 1. ProQuest. Web. 9 Apr. 2014 .

Wyatt, K. (2014, April 02). Poll: Three-fourths of us says pot will be legal. Retrieved from http://abcnews.go.com/Politics/wireStory/poll-nationwide-marijuana-

legalization-inevitable-23158661

Work Cited