1. Reefer Madness Group 2 Dylan Deilkes Braxton Forestal Austin Cox Ethan Fager

2. ● Discuss: o Why consumer values are changing o How values have affected the marijuana industry o How legalization will change purchasing patterns Our Goal

3. 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%

4. State ● 20 states allow for comprehensive public medical marijuana programs ● Two states observe recreational legal status Legal Status Federal ●Regulates drugs through the Controlled Substance Act ●decided to leave regulation up to state governments

5. Schemas ● Paranoid ● Distracted Daydreamer ● “The Munchies” What is a “Stoner”? Reasons ●Dr. David Sack ●“Party Drugs”

7. Recreational ● 21+ ● No card required ● Similar to alcohol Buying patterns Medical ●No age limit ●Medical card required ●Based on necessity

8. ● 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

9. ● Values are changing due to the perception of morality and the theory of reasoned action Observational / Classical Conditioning Learning

10. ● Love and Belongingness Needs ● Self-Esteem Needs ● Self Actualisation Hierarchy of Needs

11. ● 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

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