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Connie Pechmann

Connie Pechmann

Professor, Marketing

SB1 4317

949.824.4058

cpechman@uci.edu  

Education

PhD, Vanderbilt University
MBA, Vanderbilt University
MS, Vanderbilt University
BA, Bucknell University

Research Interest

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 placement

Pharmaceutical advertising

Retailing, micromarketing and geographic information systems (GIS)


 

Cornelia (Connie) Pechmann (MS, MBA, PhD) is a Professor of Marketing at UC Irvine Paul Merage School of Business. She studies the effects of marketing, advertising, social media, product labeling, brand names and retail store locations on consumers and she has published over 100 articles, reports, and papers on these topics.

Much of Professor Pechmann's work has focused on the marketing and demarketing of tobacco and cannabis. She has received numerous research grants to study adolescent and adult responses to pro- and anti-smoking messages in mass media and social media, and from peers. She has recently studied how to form private online peer support groups to help people quit smoking, funded by a $2.5M R01 grant from NIH. She is now studying the feasibility and efficacy of adding a chatbot to assist these online peer support groups.

Professor Pechmann received the Pollay Prize for Research in the Public Interest Research, the best journal article award from the Journal of Consumer Research, and the inaugural American Marketing Association-EBSCO Responsible Research in Marketing Award. She served as editor-in-chief of the Journal of Consumer Psychology, and she is currently an Associate Editor at Journal of Marketing and Journal of Consumer Research.