Connie Pechmann

Connie Pechmann

Professor, Marketing

SB1 4317



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 the UCI Paul Merage School of Business. She studies the effects of advertising, social media, product labeling, brand names and retail store locations on consumers and she has published over 100 articles, reports and papers.

Professor 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.

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

Professor Pechmann's leading research project is the Tweet2Quit program. For more information, view Dr. Pechmann's vita or contact 949.287.3693,