Connie Pechmann has received nearly $1.5 million in grants to study anti-smoking advertising and adolescents, and assists the White House Office of National Drug Control Policy in overseeing a federally funded, multi-year,  billion dollar anti-drug advertising campaign.

She conducts controlled experiments to study the effects of advertising on consumers focusing on if, and how, the federal government should regulate controversial advertising forms. Currently she is studying the effectiveness of various anti-smoking and anti-drug advertising tactics.

Professor Pechmann has received six grants from the California Tobacco-Related Disease Research Program to study the impact of cigarette and anti-smoking advertising on youths, including tobacco placements in movies and television programs, and the showing of anti-smoking public service announcements before movies.

Her research has been cited in major media outlets such as The Wall Street Journal, New York Times, Washington Post, Los Angeles Times, and USA Today, and she has appeared on CNN, ABC, and CBC News.

Professor Pechmann has published more than 60 academic articles, book chapters, reports and proceedings on advertising-related issues. She serves on the review boards of prestigious marketing journals including the Journal of Consumer Research, Journal of Marketing, Journal of Public Policy and Marketing, and Journal of Consumer Psychology.

Publications

• Pechmann, C. and C.F. Shih (1999), “Smoking Scenes in Movies and Antismoking Advertisements Before Movies: Effects on Youth,” Journal of Marketing, 63 (July), 1-13.

1. Presented at California legislative hearings on smoking in movies
2. Presented to National Association of Attorneys’ General
3. Presented to National Association of Theater Owners

• Pechmann, C. and S. J. Knight (2002), “An Experimental Investigation of the Joint Effects of Advertising and Peers on Adolescents’ Beliefs and Intentions about Cigarette Consumption,”  Journal of Consumer Research, 29 (June)  5-19.

1. Selected “Best Paper in 2002” by Journal of Consumer Research
2. Reprinted in “Consumer Behavior II: The Meaning of Consumption, Volume 4
3. Advertising and Consumption” Margaret K. Hogg ed., London, UK: Sage Publications, 2006, pages 261-287
4. Listed in “Essential Readings in Marketing” McAlister, Bolton and Rizley eds., Cambridge, MA: Marketing Science Institute, 2006, pages 80 and 130
5. Presented during trial of U.S. Attorney General’s case against tobacco firms, 2005

• Pechmann, C., G. Zhao, M.E. Goldberg, and E.T. Reibling (2003), “What to Convey in Antismoking Advertisements for Adolescents? The Use of Protection Motivation Theory to Identify Effective Message Themes,” Journal of Marketing, 67 (April), 1-18.
• Foley, D. and Pechmann, C. (2004), “The National Youth Anti-Drug Media Campaign Copy Test System,” Social Marketing Quarterly, X-Special Issue (2-Summer), 34-42.
• Pechmann, C., L. Levine, S. Loughlin, and F. Leslie (2005), “Impulsive and Self-conscious: Adolescents’ Vulnerability to Advertising and Promotion, Journal of Public Policy and Marketing, 24 (Fall), 202-221.
• Pechmann, C. and E.T. Reibling (2006), “Antismoking Advertisements for Youth: An Independent Evaluation of Health, Counter-industry, and Industry Approaches,” American Journal of Public Health, 96 (May), 906-913.
• G. Zhao and C. Pechmann (2007), “The Impact of Regulatory Focus on Adolescents’ Response to Antismoking Advertising Campaigns,” Journal of Marketing Research, 44 (November), 671-687.

1. Summary posted on the Brand Science Institute (BSI)’s Research Blog (www.b-s-i.org/blog)
2. Translated extraction published in Sendenkaiga, the leading Japanese magazine on marketing and advertising.

• C. Pechmann and L. Wang (forthcoming), “Effects of Directly and Indirectly Competing Reference Group Messages and Persuasion Knowledge: Implications for Educational Placements,” Journal of Marketing Research.

Selected Academic and Professional Honors

• “Best Paper in 2002” Award, Journal of Consumer Research (awarded in 2005)
• List of Top 50 Marketing Scholars, 2003 (based on citation counts)
• Who’s Who in Economics, Fourth Edition, 2002 (based on citation counts)

Selected Teaching and Service Awards

• 2005 Co-chair of Association for Consumer Research North American Conference
• 2004 UCI Graduate School of Management “Exceptional Faculty Service” Award
• 1999 and 2004 Journal of Public Policy & Marketing “Exceptional Contribution by Reviewer”
• 2000 Journal of Consumer Research “Outstanding Reviewer” Award