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Connie Pechmann
  • Key Research/Interest Areas:
    • Effectiveness of various anti-smoking and anti-drug advertising tactics
    • Effectiveness of social media and online communities
    • Transformative consumer research
    • Consumer behavior
    • Advertising strategy and regulation
    • Advertising to adolescents
    • Deceptive advertising
    • Product placements
    • Pharmaceutical advertising
    • Retailing, micromarketing and geographic information systems (GIS)


  • Education:
    • PhD, Vanderbilt University
    • MBA, Vanderbilt University
    • MS, Vanderbilt University
    • BA, Bucknell University
Brief Bio

Cornelia (Connie) Pechmann (MS, MBA, PhD) is a Professor of Marketing at the Paul Merage School of Business, University of California Irvine. She studies the effects of advertising, social media, product labeling, brand names and retail store locations on consumers and she has published over 80 articles, reports and papers.


Prof. Pechmann has received numerous grants and over $1.5M to study youths’ responses to pro- and anti-smoking ads and product placements in movies. This research persuaded movie studios to place anti-smoking ads on movie DVDs if the movies target youth and depict smoking. She is currently studying how to form effective online communities on Twitter for smoking cessation funded by a $2.5M R01 grant from NIH.


Prof. Pechmann received the Pollay Prize for Public Interest Research and the best journal article award from the Journal of Consumer Research. She just finished a three-year term as editor-in-chief of the Journal of Consumer Psychology.

Click here for Connie Pechmann's CV.