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Connie Pechmann
  • Key Research/Interest Areas:
    • Effectiveness of various anti-smoking and anti-drug advertising tactics
    • Consumer behavior
    • Advertising strategy and regulation
    • Advertising to adolescents
    • Deceptive advertising
    • Product placements
    • Role models in advertising
    • 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 $.6M innovation 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.

Publications

Publications

 

Journal Articles, Peer-Reviewed

 

  • Catlin, J. R., Pechmann, C., Brass, E. P. Dangerous Double Dosing: How Naive Beliefs Can Contribute to Unintentional Overdose with Over-the-Counter Drugs. Journal of Public Policy and Marketing. Accepted: 2015
  • Pechmann, C. (2015). Tendances de la recherche en marketing social au niveau de la psychologie du consommateur. Recherche et Applications en Marketing, 30(3), 128-132.
  • Pezzuti, T., Pirouz, D., Pechmann, C. (2015). The effects of advertising models for age-restricted products and self-concept discrepancy on advertising outcomes among young adolescents. Journal of Consumer Psychology, 25(3). Accepted: 2015
  • Pechmann, C., Pan, L., Delucchi, K., Lakon, C. M., Prochaska, J. J. (2015). Development of a twitter-based intervention for smoking cessation that encourages high-quality social media interactions via automessage. Journal of Medical Internet Research, 17(2), 1438-8871.
  • Timberlake, D., Pechmann, C. (2013). Trends in the Use and Advertising of Discount versus Premium Snuff. Nicotine and Tobacco Research, 15(2), 474-481.
  • Pechmann, C., Silk, T. (2013). Policy and Research Related to Consumer Rebates: A Comprehensive Review. Journal of Public Policy and Marketing, 32(2), 255-270.
  • Gomez, P., Borges, A., Pechmann, C. (2013). Avoiding poor health or approaching good health: Does it matter?. Journal of Consumer Psychology, 23(4), 451-463.
  • Davis, B., Pechmann, C. (2013). Introduction to the Special Issue on Transformative Consumer Research:. Journal of Business Research, 66(8), 1168–1170.
  • Catlin, J. R., Pechmann, C., Brass, E. P. (2012). The Influence of Need for Cognition and Principal Display Panel Factors on Over-the-Counter Drug Facts Label Comprehension. Health Communication, 27(April), 264-272.
  • Biswas, D., Pechmann, C. (2012). What Do these Clinical Trial Results Mean? How Product Efficacy Judgments are Affected by Data Partitioning, Framing, and Quantification. Organizational Behavior and Human Decision Processes, 117(2), 341-350.
  • Prochaska, J. J., Pechmann, C., Kim, R., Leonhardt, J. M. (2012). Twitter=Quitter? An Analysis of Twitter Quit Smoking Social Networks. Tobacco Control, 21, 447-449.
  • Pechmann, C. (2011). Smoking in Movies. Health Communication, 25(6-7), 578-579.
  • Kelly, K., Pechmann, C., Reibling, E. T. (2011). The Opportunities and Challenges of School-Based Research for Social Marketers. Social Marketing Quarterly, 16(4), 2-17.
  • Carpenter, C., Pechmann, C. (2011). Exposure to the Above the Influence Antidrug Advertisements and Adolescent Marijuana Use in the United States, 2006-2008. American Journal of Public Health, 101(5), 948-954.
  • Pechmann et al. (2011). Navigating the Central Tensions in Research on At-Risk Consumers: Challenges and Opportunities. Journal of Public Policy and Marketing, 31(1), 23-30.
  • Timberlake, D. S., Pechmann, C., Tran, S. Y., Au, V. (2011). A Content Analysis of Camel Snus Advertisements in Print Media. Nicotine and Tobacco Research, 13(6), 431-439.
  • Leonhardt, J. M., Keller, L. R., Pechmann, C. (2011). Avoiding the Risk of Responsibility by Seeking Uncertainty: Responsibility Aversion and Preference for Indirect Agency When Choosing for Others. Journal of Consumer Psychology, 21(October), 405-413.
  • Pechmann, C., Wang, L. (2010). Effects of Directly and Indirectly Competing Reference Group Messages and Persuasion Knowledge: Implications for Educational Placements. Journal of Marketing Research, 47(February), 134-145.
  • Zhao, G., Pechmann, C. (2007). The Impact of Regulatory Focus on Adolescents’ Response to Antismoking Advertising Campaigns. Journal of Marketing Research, 44(November), 671-687. (Summary posted on the Brand Science Institute’s Research Blog, www.b-s-i.org/blog).

 

 

Conference/Workshop/Symposium Proceedings, Peer-Reviewed

  • Pan, L., Pezzuti, T., Lu, W., Pechmann, C. Influence of Hyperopia and Frugality on Spending and Saving. Society for Consumer Psychology, (pp. Poster Session). Accepted: 2014
  • Leonhardt, J., Pechmann, C. The Name-control Effect in Consumer Judgment and Decision Making. Society for Consumer Psychology, (pp. Session 4.2). Accepted: 2014
  • Sanders-Jackson, A., Prochaska, J., Pechmann, C. Characterizing "Quit": Disclosures of chips, slips and relapses in a twitter quit smoking group. In Conference Proceedings. Society for Research on Nicotine and Tobacco, (pp. 62). Accepted: 2014
  • Pechmann, C., Lakon, C., Pan, L., Delucchi, K., Prochaska, J. Tweeting to Quit Tobacco: Findings from Two Pilot Investigations. In Annals of Behavioral Medicine. Society of Behavioral Medicine, Vol. 45, (pp. s58). Accepted: 2013
  • Davis, B., Pechmann, C. How Consumers Process Information about a Fast Food Restaurant's Spatial Location. In Marketing and Public Policy Conference Proceedings. (pp. 159-160). Accepted: 2012
  • Wang, L., Pechmann, C., Wang, Y. Decrease or Enhance? Assessment of the Effect of Shanzhai on the Original Products: Diminish or Enhance?. In Advances in Consumer Research. Association for Consumer Research, Vol. 40, (pp. 784-785). Accepted: 2012
  • Zhao, T., Pechmann, C. (2011). Consumers' Social Reference Point, Perspective-taking, and Persuasiveness of Charity Advertising. Conference Proceedings, Society for Consumer Psychology, (pp. 252-253).
  • Zhao, T., Pechmann, C. (2011). An Empirical Study of the Effectiveness of Charity Advertising Appeals in the Context of Volunteerism. Summer Educators’ Conference Proceedings, (pp. 348-349). Boston, MA: American Marketing Association.
  • Pirouz, D. M., Pechmann, C., Rodriguez, P. F. (2011). The Dark Side Of Product Attachment: An fMRI Study of Reactivity of Users and Non-Users to Addictive Advertising Cues. In D. W. Dahl, G. V. Johar, S. M. J van Osselaer (Eds.), Advances in Consumer Research. Association for Consumer Research, Vol. 38, Jacksonville, FL. (http://www.acrwebsite.org/volumes/display.asp?id=16200).
  • Pezzuti, T., Pechmann, C., Borges, A., Pirouz, D. (2011). Sunglasses, Hierarchy, and Negotiations: Gender Differences in Eye Gaze During Interpersonal Communication. In D. W. Dahl, G. V. Johar, S. M. J van Osselaer (Eds.), Advances in Consumer Research. Association for Consumer Research, Vol. 38, Jacksonville, FL. (http://www.acrwebsite.org/volumes/display.asp?id=16124).
  • Pirouz, D. M., Pechmann, C., Rodriguez, P. F. (2011). The Dark Side of Product Attachment: Reactivity of Non-users and Users to Addictive Product Advertising. Conference Proceedings, Society for Neuroeconomics, Vol. 8, Evanston, IL.
  • Pechmann, C., Pirouz, D., Pezzuti, T. (2010). Symbolic Interactionism and Adolescent Reactions to Cigarette Advertisements. In M. Campbell, J. Inman, R. Pieters (Eds.), Advances in Consumer Research. Association for Consumer Research, Vol. 37, Pittsburg, PA. (http://www.acrwebsite.org/volumes/display.asp?id=15458).
  • Pezzuti, T., Pechmann, C., Pirouz, D., Borges, A., Werle, C. (2010). The Effect of Referent Age on Interpersonal Influence in Domains Related to Factual Information, Values, and Style. In M. Campbell, J. Inman, R. Pieters (Eds.), Advances in Consumer Research. Association for Consumer Research, Vol. 37, Pittsburg, PA. (http://www.acrwebsite.org/volumes/display.asp?id=15402).
  • Brennan, D., Pechmann, C. (2010). Place, Prosocial Activity, and Unhealthy Consumption. In M. Campbell, J. Inman, R. Pieters (Eds.), Advances in Consumer Research. Association for Consumer Research, Vol. 37, Pittsburg, PA. (http://www.acrwebsite.org/volumes/display.asp?id=15118).
  • Biswas, D., Pechmann, C. (2010). What Do these Clinical Trial Results Mean? How Personally Relevant Decisions are Affected by Data Framing, Partitioning, and Quantification. In M. Campbell, J. Inman, R. Pieters (Eds.), Advances in Consumer Research. Association for Consumer Research, Vol. 37, Pittsburg, PA. (http://www.acrwebsite.org/volumes/display.asp?id=15136).
  • Biswas, D., Pechmann, C. (2009). Personally Relevant Decisions for Product Efficacies: The Effects of Framing, Partitioning and Quantification. Summer Educators’ Conference Proceedings, (pp. 81-82). Chicago, IL: American Marketing Association.
  • Leslie, F., Levine, L., Loughlin, S., Pechmann, C. (2009). Adolescents’ Psychological and Neurobiological Development and Implications for Digital Marketing. Berkeley, CA: Berkeley Media Studies Group. (http://digitalads.org/documents/Leslie_et_al_NPLAN_BMSG_memo.pdf).
  • Pechmann, C. (2008). Analysis of the Regulatory Environment for Direct-to-Consumer Prescription Drug Ads: A Case Study of Vioxx. In A. Lee, D. Soman (Eds.), Advances in Consumer Research. Association for Consumer Research, Vol. 35, (pp. 106-108). Memphis, TN.


Book Chapters, Peer-Reviewed

  • Ozanne, J., Mick, D., Pechmann, C., Pettigrew, S. (2013). Transformative Consumer Research. In Wiley Encyclopedia of Management. 3rd Edition. (Forthcoming.) Chichester, UK. Wiley.
  • Mick, D., Pettigrew, S., Pechmann, C., Ozanne, J. (2012). Origins, Qualities and Envisionments of Transformative Consumer Research. In D. Mick, S. Pettigrew, C. Pechmann, J. Ozanne (Eds.), Transformative Consumer Research for Personal and Collective Well Being: Reviews and Frontiers. (pp. 1-24). NY, NY: Routledge.
  • Pechmann, C., Biglan, A., Grube, J. W., Cody, C. (2012). Transformative Consumer Research for Addressing Tobacco and Alcohol Consumption. In D. Mick, S. Pettigrew, C. Pechmann, J. Ozanne (Eds.), Transformative Consumer Research for Personal and Collective Well Being: Reviews and Frontiers. (pp. 353-389). NY, NY: Routledge.
  • Pechmann, C., Andrews, J. C. (2011). Copy Test Methods to Pretest Advertisements. In M.A. Belch, G.E. Belch (Eds.), Wiley International Encyclopedia of Marketing. Volume 4, Advertising and Integrated Marketing Communication. (pp. 54-62). Chichester, UK. Wiley.  
  • Pechmann, C., Andrews, C. (2010). Methodological Issues and Challenges in Conducting Social Impact Evaluations. In P. N. Bloom, E. Skloot (Eds.), Scaling Social Impact: New Thinking. (pp. 219-234). NY, NY: Palgrave Macmillan.
  • Pechmann, C., Slater, M. D. (2005). Social Marketing Messages That May Motivate Irresponsible Consumption Behavior. In D. Mick, S. Ratneshwar (Eds.), Inside Consumption: Frontiers of Research on Consumer Motives, Goals, and Desires. (pp. 185-207). London, UK. Routledge.


Book Sections

  • Pechmann, C. (2013). Does Advertising Make Smoking Cool?. In S. Moriarty, N. Mitchell (Eds.), Advertising Principles and Practice. 10th Edition. (Forthcoming). Prentice Hall.
  • Pechmann, C. (2011). Does Advertising Make Smoking Cool? In S. Moriarty, N. Mitchell (Eds.), Advertising Principles and Practice. 9th Edition. (pp. 168). Prentice Hall.
  • Pechmann, C. (2009). CB as I See It. In S. Askegaard, M. Hogg, G. Bamossy (Eds.), Consumer Behaviour: A European Perspective. New Jersey: Pearson/Prentice Hall.
  • Pechmann, C. (2008). CB as I See It. In Solomon, M., Consumer Behavior: Buying, Having, and Being. 7th Edition. New Jersey: Prentice Hall.


Books Edited

  • Mick, D., Pettigrew, S., Pechmann, C., Ozanne, J. (Eds.), (2012). Transformative Consumer Research for Personal and Collective Well Being: Reviews and Frontiers. NY, NY: Routledge.
  • Pechmann, C., Price, L. (Eds.), (2006). Advances in Consumer Research. 33. Duluth, MN: Association for Consumer Research.
  • Grewal, D., Pechmann, C. (Eds.), (1998). American Marketing Association Winter Educators’ Conference Proceedings: Marketing Theory and Applications. 9. Chicago, Illinois: American Marketing Association

  

Partial List of Academic and Professional Honors

  • Who’s Who. (Numerous years and volumes).
  • Editor-in-chief, Journal of Consumer Psychology. (2012-2015).
  • Chair of Jesse Catlin’s dissertation, winner of UCI Public Impact Distinguished Fellowship. (2012).
  • American Marketing Association/Sheth Foundation Doctoral Consortium Faculty Member. (2012).
  • Society for Consumer Psychology Doctoral Consortium Faculty Member. (2012).
  • Co-Chair of 3rd Biennial Transformative Consumer Research Conference. (2011).
  • American Marketing Association/Sheth Foundation Doctoral Consortium Faculty Member. (2011).
  • Advisor to PhD student James Leonhardt, winner of UCI Brython Davis Fellowship. (2011).
  • Associate Editor, Journal of Marketing. (2011 - Present).
  • Top 10 Reviewer Award, Journal of Consumer Psychology. (2009 - 2010).
  • Association for Consumer Research Doctoral Consortium Faculty Member. (2009).
  • Chair of Dante Pirouz’s dissertation, winner of Marketing Science Institute Alden G. Clayton dissertation proposal award. (2009).
  • Chair of Dante Pirouz’s dissertation, winner of SCP-Sheth dissertation proposal award. (2009).
  • Journal of Marketing “Outstanding Reviewer” Award. (2009).
  • Richard W. Pollay Prize for Intellectual Excellence in Research on Marketing in the Public Interest. (2009).
  • Association for Consumer Research Doctoral Consortium Faculty Member. (2008).
  • Nominated to be President of the Association of Consumer Research. (2008).  2 person slate.
  • Chair of Liangyan Wang’s dissertation, co-winner of ACR-Sheth dissertation proposal award. (2006).
  • Association for Consumer Research Doctoral Consortium Faculty Member. (2005).
  • Best Paper in 2002, Journal of Consumer Research. (2005).
  • Co-Chair of Association for Consumer Research Conference. (2005).