Are "Legal Highs" users satisfied? Evidence from online customer comments.

This article describes the results of a clustering analysis of more than 2,100 comments posted by online purchasers of "Legal Highs" on five websites in 2012. The aim is to investigate the reasons for satisfaction/dissatisfaction on the part of legal highs users. Our results show that the reasons for satisfaction depend on the price/quality ratio and the real effects of the product (compared to illicit drugs). Dissatisfaction seems to stem from the disparity between the advertising of the product and its real quality. We conclude that online purchasers are certainly illicit drug users who consider legal highs as substitution products.