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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 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 80 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 just finished 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, visit the website or contact 949.287.3693, TwitterRelapsePrevention@gmail.com

 

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.

Books

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

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 ResearchAssociation 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 ResearchAssociation 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 ResearchAssociation 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 ResearchAssociation 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 ResearchAssociation for Consumer Research, Vol. 35, (pp. 106-108). Memphis, TN. 
  • Pechmann, C., Wang, L. (2008). The Use of Entertainment Education to Deter Youth Smoking: Does Balance, Transformation, and a Public Service Announcement Epilogue Help or Hurt?. In A. Lee, D. Soman (Eds.), Advances in Consumer ResearchAssociation for Consumer Research, Vol. 35, (pp. 146-148). Memphis, TN. 
  • Pechmann, C., Wang, L. (2007). Entertainment Education to Deter Youth Smoking. TRDRP Investigator Conference, Abstract Booklet, (pp. 45-46). Sacramento, CA. (http://www.trdrp.org/publications/conferences/2007/CON7absrtbk.pdf).
  • Pechmann, C., Pirouz, D. (2007). The Dark Side of Attachment: Addiction, New Frontiers in Branding: Attitudes, Attachments, and Relationships. In J. Priester, D. MacInnis, C. W. Park (Eds.), 26th Advertising and Consumer Psychology Conference Proceedings. Society for Consumer Psychology, Vol. 76, (pp. 76). Santa Monica, CA. 
  • Pechmann, C., Wang, L. (2007). Entertainment Education or Entertainment Degradation? The Efficacy of Commercial Television at Conveying Smoking Prevention Messages. In Public Policy and Marketing Conference ProceedingsAmerican Marketing Association, Long Beach, CA. 
  • Pechmann, C., Johnson, E. (2007). Grant Funding Opportunities and Challenges for Transformative Consumer Research. In G. Fitzsimons, V. Morwitz (Eds.), Advances in Consumer ResearchAssociation for Consumer Research, Vol. 34, Orlando, FL. 
  • Zhao, G., Pechmann, C. (2006). Regulatory Focus, Feature Positive Effect, and Message Framing. In C. Pechmann, L. Price (Eds.), Advances in Consumer ResearchAssociation for Consumer Research, Vol. 33, (pp. 100). San Antonio, TX. 
  • Pechmann, C., Reibling, E. T. (2003). Research on Antismoking Advertising Messages for Youth. American Public Health Association 2003 Conference Abstracts. (http://apha.confex.com/apha/131am/techprogram/paper_59362.htm).
  • Pechmann et al. (2001). Adolescents and Cigarette Advertising in Popular Magazines: The Fifteen Percent Rule and Beyond. In Marketing and Public Policy Conference Proceedings. (pp. 47-51). Chicago, Illinois: American Marketing Association. 
  • Pechmann, C., Goldberg, M. E., Reibling, E. T., Zhao, G. (2001). Antismoking Advertising Campaigns Targeting Youth in the U.S. and Canada. In C. R. Taylor (Ed.), Proceedings of the 2001 Conference of the American Academy of Advertising. Villanova, PA: Villanova University. 
  • Pechmann, C., Goldberg, M. E. (1999). Should Anti-smoking Ads Attempt to Denormalize Tobacco Use? Alternative Perspectives and Theoretical Frameworks. In E. Arnold, L. Scott (Eds.), Advances in Consumer Research, Vol. 26, (pp. 410-411). Provo, Utah: Association for Consumer Research. 
  • Pechmann, C., Shih, C. F. (1997). How Smoking in Movies and Antismoking Ads Before Movies may Affect Teenagers’ Perceptions of Peers who Smoke. In M. Brucks, D. J. MacInnis (Eds.), Advances in Consumer Research, Vol. 24, (pp. 62-63). Provo, Utah: Association for Consumer Research. 
  • Pechmann, C., Knight, S. J. (1996). Cigarette Ads, Anti-Smoking Ads and Peers: Why Do Underage Youths Start Smoking Cigarettes?. In K. P. Corfman, J. Lynch (Eds.), Advances in Consumer Research, Vol. 23, (pp. 267). Provo, Utah: Association for Consumer Research. 
  • Pechmann, C. (1995). When and How Extraneous Reference Prices Deter Choice of Competitors: Alternative Mediational Paths and Implications for Consumer Deception. In F. R. Kardes, M. Sujan (Eds.), Advances in Consumer Research, Vol. 21, (pp. 430-431). Provo, Utah: Association for Consumer Research. 
  • Ratneshwar, S., Pechmann, C., Shocker, A. D. (1994). Consumer Consideration Sets and Choice Across Nominal Categories: The Role of Individual and Situational Goals. In C. T. Allen, D. Roedder John (Eds.), Advances in Consumer Research, Vol. 22, (pp. 589). Provo, Utah: Association for Consumer Research. 
  • Pechmann, C., Ratneshwar, S. (1993). Smoking-Related Advertising and Its Effects on Preteens: A Social Cognitive Perspective. In L. McAlister, M. Rothschild (Eds.), Advances in Consumer Research. Vol. 20, (pp. 265). Provo, Utah: Association for Consumer Research. 
  • Pechmann, C., Esteban, G. (1991). How Comparative Ads Affect Persuasion: The Moderating Role of Prior Motivation. In Proceedings of the Society for Consumer Psychology. (pp. 11). Washington, DC: American Psychological Association. 
  • Pechmann, C., Ratneshwar, S. (1990). The Use of Comparative Advertising for Positioning Unfamiliar Brands: The Moderating Role of Attribute Typicality. In Proceedings of the Society for Consumer Psychology. (pp. 35-36). Washington, DC: American Psychological Association. 
  • Pechmann, C. (1990). How Do Consumer Inferences Mediate the Effectiveness of Two-Sided Messages?. In M. Goldberg, G. Gorn, R. Pollay (Eds.), Advances in Consumer Research. Vol. 17, (pp. 337-341). Provo, Utah: Association for Consumer Research. 
  • Pechmann, C., Stewart, D. W. (1989). Nonverbal Communication in a Natural Context: Consumer Markets. In Proceedings of the Division of Consumer Psychology. (pp. 68-71). Washington, DC: American Psychological Association. 
  • Pechmann, C., Stewart, D. W. (1989). A Learning Perspective of How Advertising Works: The Accumulation Model of Advertising Response. In Proceedings of the Division of Consumer Psychology. (pp. 97-99). Washington, DC: American Psychological Association. 
  • Stewart, D. W., Pechmann, C., Ratneshwar, S., Stroud, J., Bryant, B. (1985). Advertising Evaluation: A Review of Measures. In M. J. Houston, R. J. Lutz (Eds.), Marketing Communications - Theory and Research. (pp. 3-6). Chicago, IL: American Marketing Association. 
  • Stewart, D. W., Hickson, G. B., Ratneshwar, S., Pechmann, C., Altemeier, W. (1985). Information Search and Decision Strategies Among Health Care Consumers. In E. C. Hirschman, M. B. Holbrook (Eds.), Advances in Consumer Research. Vol. 12, (pp. 252-257). Provo, Utah: Association for Consumer Research. 
  • Pechmann, C. (1983). A System For Assessing Use of Time in Clinic. In Diabetes. (pp. 20). New York, NY: American Diabetes Association.

Newsletters

  • Pechmann, C. (2006). Cigarette ads prime adolescents’ beliefs about smokers. American Academy of Advertising Newsletter, 2, 4-5. 
  • Pechmann, C. (2002). A powerful tool for improving marketing strategies. University of California, Irvine, Graduate School of Management Newsletter, Focus on Change in a Technology-Driven Economy. (August issue).
  • Pechmann, C. (1999). Unselling tobacco: An overview of counteradvertising campaigns. TRDRP NewsletterNews from Tobacco-Related Disease Research Program, 2, 6-8. 
  • Pechmann, C. (1999). Identifying enemy is key theme in JM. Marketing News, 45.

Technical Reports

  • Pechmann, C., Goldberg, M. E. (1998). Evaluation of Ad Strategies for Preventing Youth Tobacco Use. California Tobacco Related Disease Research Program. (Highlighted in Tobacco-Related Disease Research Program “Report of Research 1990 – 2000,” p. 20).

Published Working Papers

  • Pechmann, C., Ratneshwar, S. (1993). Advertising Versus Prior Beliefs: Does Anti-Smoking and Cigarette Advertising Alter Young Adolescents' Perceptions of Smokers?. 
  • Pechmann, C., Stewart, D. W. (1990). Advertising Repetition: A Critical Review of Wear-In and Wear-Out. 
  • Pechmann, C., Stewart, D. W. (1990). The Development of a Contingency Model of Comparative Advertising. 

Presentations & Speeches

  • Pechmann, C., Meet the Editors Session, Association for Consumer Research, "Journal of Consumer Psychology," Tecnologico de Monterrey, Guadalajara Mexico. (July 2014).
  • Pechmann, C., Meet the Editors Session, American Marketing Association Sheth Doctoral Consortium, "Journal of Consumer Psychology," Northwestern University. (June 2014).
  • Pechmann, C., "How to Create Engaged Virtual Communities," University of Southern California. (December 2013).
  • Pechmann, C., Meet the Editors Session, Association for Consumer Research, "Journal of Consumer Psychology." (October 2013).
  • Pechmann, C., "Adolescent Reactions to Model Ages in Cigarette Advertising," Washington State University. (September 2013).
  • Sanders-Jackson, A., Prochaska, J., Pechmann, C., Social Media and Society Conference, "Characterizing Two Twitter Smoking Cessation Groups Using Semantic Network Analysis," Halifox, Nova Scotia, Canada. (September 2013).
  • Pechmann, C., Meet the Editors Session, American Marketing Association Sheth Doctoral Consortium, "Journal of Consumer Psychology," University of Michigan. (June 2013).
  • Pechmann, C., "Twitter-enabled Virtual Quit Smoking Groups," Loyola Marymount University. (April 2013).
  • Pechmann, C., "Tweeting to Quit: Leveraging Twitter to Treat Tobacco Dependence," Stanford University. (March 2013).
  • Invited Virtual PhD Seminar, "Doing Research that Matters and Getting it Published," University of Oregon. (February 2013).
  • Pechmann, C., Meet the Editors Session, Society for Consumer Psychology, "Journal of Consumer Psychology." (February 2013).
  • Pechmann, C., Meet the Editors Session, Association for Consumer Research, "Journal of Consumer Psychology." (October 2012).
  • Pechmann, C., "Symbolic Interactionism and Adolescent Reactions to Model Ages in Cigarette Advertising," Iowa State University. (September 2012).
  • Pechmann, C., Meet the Editors Session, American Marketing Association Summer Educators’ Conference, "Journal of Consumer Psychology." (August 2012).
  • American Marketing Association Sheth Doctoral Consortium, "Publishing Substantive Consumer Research," University of Washington. (June 2012).
  • Pechmann, C., Meet the Editors Session, Society for Consumer Psychology, "Journal of Consumer Psychology." (February 2012).
  • Leonhardt, J., Keller, L. R., Pechmann, C., Judgment and Decision Making Preconference of Society for Personality and Social Psychology, "Pictographs and Probability." (January 2012).
  • Leonhardt, J., Pechmann, C., Keller, L. R., Society for Judgment and Decision Making Conference, "Using Risk Graphics to Lessen Responsibility Aversion in Consumer Health Decisions." (November 2011).
  • Pechmann, C., "Age-related Facial Maturity and Interpersonal Influence in Different Decision Domains," Ben-Gurion University of the Negev, Beer-Sheva, Israel. (March 2011).
  • Timberlake, D. S., Tran, S., Au, V., Pechmann, C., Society for Research on Nicotine and Tobacco Conference, "The Subtle Marketing of Nicotine Content in Smokeless Tobacco." (February 2011).
  • Prochaska, J. J., Pechmann, C., Kim, R., Leonhardt, J. M., Society for Research on Nicotine and Tobacco Conference, "Twitter = Quitter? An Analysis of Twitter Quit Smoking Social Networks." (February 2011).
  • Leonhardt, J. M., Keller, L. R., Pechmann, C., Birnbaum's Bayesian Research Conference, "Avoiding Risk by Seeking Uncertainty." (January 2011).
  • Pechmann, C., "What Faces Tell? The Effects of Referent Age on Interpersonal Influence in Different Decision Domains," Boston University. (December 2010).
  • Pechmann, C., "What Faces Tell? The Effects of Referent Age on Interpersonal Influence in Different Decision Domains," Guelph University, Canada. (November 2010).
  • Pechmann, C., "What Faces Tell? The Effects of Referent Age on Interpersonal Influence in Different Decision Domains," University of Western Ontario, Canada. (November 2010).
  • Pirouz, D. M., Pechmann, C., Rodriguez, P. F., Addictions Conference, "The Dark Side of Product Attachment: Reactivity of Non-users and Users to Addictive Product Advertising," Arlington VA. (October 2010).
  • Pirouz, D. M., Pechmann, C., Rodriguez, P. F., Interdisciplinary Symposium on Decision Neuroscience, "The Dark Side of Product Attachment: Reactivity of Non-users and Users to Addictive Product Advertising," Philadelphia, PA. (September 2010).
  • Pechmann, C., UCI Early Start Program. (August 2010).
  • Pechmann, C., Marketing and Public Policy Conference. 2 papers. (May 2010).
  • Pechmann, C., Meeting on “Digital Marketing”, National Institute for Child Health and Human Development. (April 2010).
  • Pechmann, C., Association for Consumer Research Conference. 4 papers. (October 2009).
  • Pechmann, C., Meeting on “Developing a New Mobile Therapy: Twitter for Tobacco Tweetment”, National Institute on Drug Abuse. (September 2009).
  • Pechmann, C., Antai Management School, Shanghai Jiao Tong University, China. Talk to faculty and PhD students. (August 2009).
  • Pechmann, C. (Keynote Speaker), Conference of Business School Deans and Marketing Dept. Chairs, Antai Management School, Shanghai Jiao Tong University, China. (August 2009).
  • Pechmann, C., Second Research Colloquium on Social Entrepreneurship, Duke University Fuqua School of Business. (June 2009).
  • Pechmann, C., Second Transformative Consumer Research Conference, Villanova University. (June 2009).
  • Pechmann, C., The Second NPLAN/BMSG Meeting on “Digital Media and Marketing to Children”, National Policy & Legal Analysis Network to Prevent Childhood Obesity & Berkeley Media Studies Group, Berkeley. California. (June 2009).
  • Pechmann, C., UCLA/USC/UCI/UCR Marketing Colloquium, University of California, Los Angeles. (April 2009).
  • Pechmann, C., Pollay Prize Presentation and PhD Master Class, University of British Columbia, Canada. (March 2009).
  • Pechmann, C., American Marketing Association Conference. (August 2008).
  • Pechmann, C., "Adolescent OTC Drug Product Use: A Public Workshop," Food and Drug Administration, National Institutes of Health, & Consumer Healthcare Products Assoc. (December 2007).
  • Pechmann, C., Tobacco-Related Disease Research Program, Annual Investigator Meeting. (December 2007).
  • Pechmann, C., Association for Consumer Research Conference. (October 2007).
  • Pechmann, C., Transformative Consumer Research Conference, Dartmouth College. (July 2007).
  • Pechmann, C., Conference on "Beneficial Consumption”, Boston College, School of Management. (June 2007).
  • Pechmann, C., Advertising and Consumer Psychology Conference. (April 2007).
  • Pechmann, C., Baylor University, School of Business. (March 2007).
  • Pechmann, C., California State University Northridge. (February 2007).
  • Pechmann, C., High School Journalism Competition, Simi Valley, CA. (February 2007).
  • Pechmann, C., Conference on “Social Marketing, Looking Forward", University of Arizona. (November 2006).
  • Pechmann, C., Oklahoma State University. (November 2006).
  • Pechmann, C., Association for Consumer Research Conference. (October 2006).
  • Pechmann, C., Research on Risk, Public Policy & Marketing Preconference, University of Southern California. (June 2006).
  • Pechmann, C., Public Policy and Marketing Conference. (May 2006).
  • Pechmann, C., BUZZ, An Executive Women’s Think Tank. (February 2006).
  • Pechmann, C., Reims Management School, Reims France. (February 2006).
  • Pechmann, C., Stanford University, Department of Marketing. (January 2006).
  • Pechmann, C., Association for Consumer Research Conference. (October 2005).
  • Pechmann, C., American Marketing Association Conference. (August 2005).
  • Pechmann, C., HCEMBA luncheon talk, University of California Irvine. (July 2005).
  • Pechmann, C., INSEAD, France, Department of Marketing. (April 2005).
  • Pechmann, C., University of Southern California, Annenberg School for Communication. (January 2005).
  • Pechmann, C., Colorado State University, Ft. Collins, Marketing Dept. (November 2004).
  • Pechmann, C., University of Missouri, Columbia, Marketing Dept. (October 2004).
  • Pechmann, C., American Marketing Association Conference. (August 2004).
  • Pechmann, C., Researching Risk Workshop, University of Utah. (May 2004).
  • Pechmann, C., American Public Health Association Conference. (November 2003).
  • Pechmann, C., University of California, Irvine Transdisciplinary Tobacco Use Research PhD trainee program. (April 2003).
  • Pechmann, C., Conference on “Reducing Adolescent Risk”, University of Pennsylvania, Annenberg Center. (June 2002).
  • Pechmann, C., UCLA/USC/UCI Marketing Colloquium, University of California, Los Angeles. (April 2002).
  • Pechmann, C., University of Oregon, Department of Marketing. (April 2002).
  • Pechmann, C., University of California, Irvine Transdisciplinary Tobacco Use Research undergraduate class. (October 2001).
  • Pechmann, C., Corporate Partners, University of California, Irvine, Graduate School of Management. (May 2001).
  • Pechmann, C., Public Policy and Marketing Conference. (May 2001).
  • Pechmann, C., Talks on tobacco research and information technology for marketing, Pennsylvania State University, Dept. of Marketing. (May 2001).
  • Pechmann, C., American Academy of Advertising Conference. (March 2001).
  • Pechmann, C., University of California, Irvine Transdisciplinary Tobacco Use Research undergraduate class. (October 2000).
  • Pechmann, C., University of California, Irvine, Psychology & Social Behavior Dept., School of Social Ecology. (October 2000).
  • Pechmann, C., Institute for Health Promotion & Disease Prevention Research, University of Southern California. (July 2000).
  • Pechmann, C., Public Policy and Marketing Conference. (May 2000).
  • Pechmann, C., Georgetown University, School of Business. (April 2000).
  • Pechmann, C., Tri-County Regional Team, Tobacco Education and Prevention, Ventura CA. (March 2000).
  • Pechmann, C., Health Research Seminar, University of California, Irvine, School of Social Ecology. (January 2000).
  • Pechmann, C., Tobacco Control Policies Project, University of California, San Diego. (May 1999).
  • Pechmann, C., Marketing Camp, University of California, Los Angeles. (January 1999).
  • Pechmann, C., Tobacco-Related Disease Research Program, Annual Investigator Meeting. Plenary Session. (December 1998).
  • Pechmann, C., University of Alabama, Department of Marketing. (December 1998).
  • Pechmann, C., High School Journalism Competition, Simi Valley, CA. (November 1998).
  • Pechmann, C., Association for Consumer Research Conference. (October 1998).
  • Pechmann, C., California State Senate Judiciary Committee Hearing on “Antismoking Advertising”. (October 1998).
  • Pechmann, C., American Psychological Association Conference. (August 1998).
  • Pechmann, C., The Depiction of Tobacco and Illicit Drug Use in Entertainment Forum, Centers for Disease Control and Prevention. (June 1998).
  • Pechmann, C., Project Directors’ Meeting, California Department of Health Services. (May 1998).
  • Pechmann, C., University of Pennsylvania, Wharton School of Business Administration. (April 1998).
  • Pechmann, C., Tobacco Research Mini-Conference, University of California, Irvine. (March 1998).
  • Pechmann, C., Dartmouth University, Medical School, Cancer Center. (December 1997).
  • Pechmann, C., Tobacco-Related Disease Research Program, Annual Investigator Meeting. (December 1997).
  • Pechmann, C., California State Senate Judiciary Committee Hearing on “Smoking in the Movies”. (October 1997).
  • Pechmann, C., Seminar on Conducting Applied Research, California Dept. of Health Services. (April 1997).
  • Pechmann, C., University of Houston, Department of Marketing. (April 1997).
  • Pechmann, C., Society for Consumer Psychology Conference. (February 1997).
  • Pechmann, C., National High School Journalism Convention, California Dept. of Health Services, and Rogers and Assoc. (1996).
  • Pechmann, C., Association for Consumer Research Conference. (October 1996).
  • Pechmann, C., Association for Consumer Research Conference. (October 1995).
  • Pechmann, C., Ph.D. Student Information Session, Association for Consumer Research Conference. (October 1995).
  • Pechmann, C., UCLA/USC/UCI Marketing Colloquium, University of Southern California. (June 1995).
  • Pechmann, C., University of California, Irvine. Graduate School of Management, Corporate Partners and Faculty Speaker Series. (June 1995).
  • Pechmann, C., Advertising and Consumer Psychology Conference. (April 1995).
  • Pechmann, C., University of Washington, Department of Marketing. (March 1995).
  • Pechmann, C., Association for Consumer Research Conference. (October 1994).
  • Pechmann, C., American Psychological Association Conference. (August 1994).
  • Pechmann, C., Public Policy and Marketing Conference. (May 1994).
  • Pechmann, C., Tobacco-Related Disease Research Program, Annual Investigator Meeting. (December 1993).
  • Pechmann, C., Tobacco-Related Disease Research Program, First Scientific Conference. (December 1993).
  • Pechmann, C., Association for Consumer Research Conference. (October 1993).
  • Pechmann, C., Washington State University, Department of Marketing. (January 1993).
  • Pechmann, C., University of Southern California, Institute for Health Promotion & Disease Prev. Research. (November 1992).
  • Pechmann, C., Association for Consumer Research Conference. (October 1992).
  • Pechmann, C., American Psychological Association Conference. (August 1992).
  • Pechmann, C., American Academy of Advertising Conference. (March 1992).
  • Pechmann, C., Association for Consumer Research Conference. (October 1991).
  • Pechmann, C., American Psychological Association Conference. (August 1991).
  • Pechmann, C., UCLA/USC/UCI Marketing Colloquium, University of Southern California. (June 1991).
  • Pechmann, C., Association for Consumer Research Conference. (October 1990).
  • Pechmann, C., American Psychological Association Conference. (August 1990).
  • Pechmann, C., University of California, Santa Barbara, Department of Psychology. (May 1990).
  • Pechmann, C., Association for Consumer Research Conference. (October 1989).
  • Pechmann, C., American Psychological Association Conference. (August 1989).
  • Pechmann, C., American Academy of Advertising Conference. (March 1989).
  • Pechmann, C., American Marketing Association Conference. (February 1989).
  • Pechmann, C., Association for Consumer Research Conference. (October 1988).
  • Pechmann, C., American Marketing Association Conference. (February 1988).
  • Pechmann, C., Association for Consumer Research Conference. (October 1987).
  • Pechmann, C., Advertising and Consumer Psychology Conference. (April 1987).
  • Pechmann, C., American Marketing Association Conference. (February 1987).
  • Pechmann, C., American Marketing Association Conference. (February 1986).
  • Pechmann, C., Advertising and Consumer Psychology Conference. (April 1985).
  • Pechmann, C., American Marketing Association Conference. (February 1985).
  • Pechmann, C., American Diabetes Association Conference. (1983).
  • Pechmann, C., Evaluation Network/Evaluation Research Society Conference. (1982).
  • Pechmann, C., American Psychological Association Conference. (August 1982).
  • Professional Articles about you or Published Reviews of your Work (does not include publicity material)
  • Denise Dador, "Pro-smoking Apps Causing Parents Concern," ABC 7 News. February 4, 2013
  • Ed Curran, "Virtual Smoking: There's an App for That," CBS 2 News. January 10, 2013
  • Vita Reed, "Allergan and Latisse," Orange County Business Journal. 2009
  • "Case Study of the National Youth Anti-drug Ad Campaign," Department of Communication, George Mason University, Fairfax, VA. 2009
  • "The marketing of cigarettes in South Korea," Munhwa Broadcasting Corporation (MBC). 2009
  • A major national South Korean television network.
  • Kathryn Bold, "Where there’s smoke. Marketing professor Connie Pechmann has become the go-to expert on deterring teens from cigarettes," UCI University Communications. July 2009
  • Heather Johns, "Alumna wins Pollay prize," Bucknell Alumni News. March 10, 2009
  • Polly Sparling, "How kids make the choice not to smoke (and make it stick)," Current Health 1 Magazine. 2008
  • Published monthly by Weekly Reader and used in schools nationwide.
  • "Pechmann to speak at FDA public workshop," UCI Brief. December 5, 2007
  • Marjorie Hernandez, "Teens urged to beware of tobacco’s role in movies," Ventura County Star. February 24, 2007
  • Louri Groves (Communications Director), "Silent bits may scream. Teens are susceptible to marketing and advertising of tobacco products," University of California, Irvine, Transdisciplinary Tobacco Use Research Center. 2006
  • Baker, Sam, "Can teens handle the anti-smoking Truth?." July 27, 2006
  • "BUZZ: An Executive Women’s Think Tank." February 28, 2006
  • Newport Beach, California
  • "Pechmann to Research Impact of Anti-Smoking Messages in Sitcoms," UCI Brief. 2005
  • Katie Ismael, "Will “Clueless” give clues about which anti-smoking messages work with teens?," University of California, Irvine, Graduate School of Management. iMagazine. 2005
  • "Antismoking Messages in TV Sitcoms," REAL ORANGE, KOCE-TV. July 15, 2005
  • Mike Beirne, "Effectiveness of anti-smoking messages in sit coms," Brandweek.com. July 5, 2005
  • Gregory, John, "Groundbreaking Research on Antismoking Ads," i Magazine, UC Irvine Graduate School of Management, Issue 4, p. 4. January 2004
  • Burton, Scot et al., "Certain Themes in Anti-smoking Ads Deter Teens," Marketing News, p. 30. April 14, 2003
  • Fairclough, Gordon, "Study Slams Philip Morris Ads Telling Teens Not to Smoke," Wall Street Journal, B1. March 29, 2002
  • Newman, Deirdre, "Ahead of the Curve," Daily Pilot, a division of the LA Times. February 26, 2002
  • "A Q&A With Connie Pechmann," Orange County, CA Edition, Spring, 3-4. 2001
  • Prevention File
  • Martelle, Scott & Yi, Daniel, "Diversity Comes with Division," LA Times, B1 & B5. April 15, 2001
  • Dill, Mallorre, "Butt-Kicking Advertising," AdWeek, p. 28. November 6, 2000
  • Rose, Jaimee, "Messages that Cut Through the Smoke," LA Times, B2. August 20, 2000
  • Orange County Newschannel. August 15, 2000
  • Prime Story, Report on Antismoking Advertising Campaigns Targeting Youth
  • Johansson, Catrine, "Study Dissects Anti-smoking Campaigns’ Effect on Teens," Irvine Spectrum News, A5 & A7. July 28, 2000
  • Morgan, John, "Movie Ratings Board Gets an ‘F’ on Smoking," USA TODAY.com. May 26, 2000
  • Boucher, Philippe, "Rendezvous with Cornelia (Connie) Pechmann," Philippe Boucher’s Rendezvous. May 15, 2000
  • www.tobacco.org
  • Pollay, Jeff, "Silver Smoke Screen. Reality Bites Back," Brill’s Content, p.120. January 2000
  • Beck, Jerome, "Unselling Tobacco: An Overview of Counteradvertising Campaigns," TRDRP Newsletter, News from Tobacco-Related Disease Research Program, Vol. 2, No. 3, p. 6-8. November 1999
  • "Identifying Enemy is Key Theme in JM," Marketing News, p.45. July 19, 1999
  • Azar, Beth, "Antismoking Ads that Curb Teen Smoking," American Psychological Association Monitor, p. 14. January 1999
  • Garvey, Megan, "US Anti-Smoking Drive Falling Short," LA Times, Metro 1. September 9, 1998
  • Gellene, Denise, "Anti-Smoke Screen: L. A. County Films Ads to Counter Cigarettes' 'Cool' Movie Image --but Few Theaters Show Them," LA Times, D1 & D5. December 11, 1997
  • Canadian Broadcast Service, Sunday Morning News Show. November 1997
  • Depictions of Smoking in Movies
  • ABC World News This Morning, Report on Depictions of Smoking in Movies. October 28, 1997
  • Russell, Sabin, "Studios Asked to Deglamorize Smoking: State Legislator Wants Films to Stop Gratuitous Tobacco Use," San Francisco Chronicle, A1. October 28, 1997
  • Eyewitness News, KABC-TV, LA. October 27, 1997
  • Report on Depictions of Smoking in Movies
  • Vanzi, Max, "Lawmaker Targets On-Screen Smoking," LA Times, A3. October 26, 1997
  • Adelson, Andrea, "Is Anybody Getting the Picture? Despite Ads, Teen-Age Smoking is Unabated," The New York Times, C1 & C6. July 16, 1997
  • Parker-Pope, Tara, "Push Against Smoking Opens on Silver Screen," Wall Street Journal, B1 & B6. May 19, 1997
  • Adelson, Andrea, "California Takes on the Tobacco Industry with a $22 Million Campaign to Discourage Smoking," The New York Times, C2. April 4, 1997
  • Peterson, Karen S., "Teens Pick Up on Move Smoking. Study: Turn Them Off with Anti-tobacco Ads," USA Today, D1. January 6, 1997
  • Alsberg, Peter, "Up in Smoke," The Washington Post, C5. December 29, 1996
  • Archibold, Randal C., "Anti-Tobacco Ads 'Inoculate' Teen Filmgoers in UCI Study," LA Times, B1 & B6. December 20, 1996
  • "New California antismoking ads," California Department of Health Services, and Rogers and Associates. 1995
  • Televised press conference

Honors

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).

Contracts, Grants & Sponsored Research

Grant
  • Pechmann, Cornelia (Principal Investigator), "Twitter-enabled Mobile Messaging for Smoking Relapse Prevention," NIH - National Institutes of Health, $665,262.00. (July 1, 2011 - June 30, 2014).
  • Pechmann, Cornelia (Co-Principal Investigator), Timberlake, David, "Marketing Smokeless Tobacco for Harm Reduction: Are Smokers the Targeted Audience," University of California, Irvine Council on Research, Computing and Libraries, $16,000.00. (September 1, 2009 - August 31, 2010).
  • Pechmann, Cornelia (Principal Investigator), Pirouz, Dante, "Reactivity of Addicted Users to Advertising Cues," UC Tobacco-Related Disease Program, $30,000.00. (July 1, 2009 - June 30, 2010).
  • Pechmann, Cornelia (Principal Investigator), "Use of Entertainment Education on TV to Deter Youth Smoking," UC Tobacco-Related Disease Program, $479,500.00. (July 1, 2005 - June 30, 2009).
  • Pechmann, Cornelia (Principal Investigator), "Use Of Entertainment Education On TV To Deter Youth Smoking - Hopper Supplement," UC Tobacco-Related Disease Program, $29,820.00. (July 1, 2005 - June 30, 2009).
  • Pechmann, Cornelia (Principal Investigator), Zhao, Guangzhi, "Regulatory Focus and Framing of Antismoking Ads," UC Tobacco-Related Disease Program, $25,000.00. (July 1, 2003 - June 30, 2004).
  • Pechmann, Cornelia (Principal Investigator), "Regulatory Focus and Adolescent Smoking Prevention," University of California, Irvine Transdisciplinary Tobacco Use Research Center, $25,000.00. (January 1, 2003 - December 31, 2003).
  • Pechmann, Cornelia (Principal Investigator), "Dissuading At-risk Youths from Smoking via Mass Media," UC Tobacco-Related Disease Program, $590,375.00. (July 1, 2000 - December 31, 2003).
  • Pechmann, Cornelia (Principal Investigator), "Antismoking Ads in Movie Theaters," UC Tobacco-Related Disease Program, $10,000.00. (January 1, 1999 - December 31, 1999).
  • Pechmann, Cornelia (Principal Investigator), "Evaluation of Ad Strategies for Preventing Youth Tobacco Use," UC Tobacco-Related Disease Program, $136,953.00. (July 1, 1997 - June 30, 1998).
  • Pechmann, Cornelia (Principal Investigator), "Smoking Trends in Canada," Palmer Jarvis Advertising (for Health Canada), $3,759.00. (January 1, 1996 - December 31, 1996).
  • Pechmann, Cornelia (Principal Investigator), "Ad and Movie Imagery and Teens' Perceptions of Smokers," UC Tobacco-Related Disease Program, $192,570.00. (July 1, 1993 - June 30, 1995).
  • Pechmann, Cornelia (Principal Investigator), "Faculty Research Grant," University of California, Irvine Graduate School of Management, $3,667.00. (July 1, 1993 - June 30, 1994).
  • Pechmann, Cornelia (Principal Investigator), "Smoking-Related Advertising and Pre-Teens' Social Perception," UC Tobacco-Related Disease Program, $72,837.00. (July 1, 1991 - June 30, 1992).
  • Pechmann, Cornelia (Principal Investigator), "Faculty Career Development Grant," University of California, Irvine, Graduate School of Management, $8,563.00. (July 1, 1990 - June 30, 1991).
  • Pechmann, Cornelia (Principal Investigator), "Faculty Research Grant," University of California, Irvine, Graduate School of Management, $3,600.00. (July 1, 1990 - June 30, 1991).
  • Pechmann, Cornelia, "Undergraduate Research Grant," National Institute of Mental Health, $5,000.00. (May 1976 - August 1976).

Professional Service
  • Academy of Marketing Science, American Marketing Association, John A. Howard Dissertation Competition, SCP-Sheth Foundation Dissertation Proposal Competition, Marketing Science Institute, Procter & Gamble, Reviewer.
  • American Journal of Public Health, Health Psychology, Health Education Research, International Journal of Research in Marketing, Journal of Advertising, Journal of Business Research, Journal of American Medical Association (JAMA), Journal of Adolescent Health, Journal of Communication, Journal of Health Communication, Journal of International Marketing, Journal of Interactive Marketing, Journal of Marketing, Journal of Marketing Research, Marketing Letters, National Cancer Institute, Nicotine and Tobacco Research, Preventive Medicine, Prevention Research Center, Psychology and Marketing, Sloan Management Review, Tobacco Control, Ad Hoc Reviewer.
  • Association for Consumer Research, American Marketing Association, American Academy of Advertising, Academy of Marketing Science, Public Policy and Marketing, Society for Consumer Psychology, Advertising and Consumer Psychology, Reviewer.
  • Prentice Hall, Harper Collins, South-Western Publishing Company, Reviewer.
  • Association for Consumer Research, Board of Advisors, Appointed, Pro Bono, International. (May 2014 - Present).
  • Tobacco Center of Regulatory Science on Youth and Young Adults, Board of Advisors, Appointed, Compensated, National. (2014 - 2017).
  • Journal of Consumer Psychology, Editor in Chief. (January 1, 2012 - June 30, 2015).
  • Association of Consumer Research, Board of Directors, Elected. (2011 - 2014).
  • National Institutes of Health, Extramural Funding Reviewer. (June 2014).
  • Journal of Business Research Volume 66, Issue 8, Editor, Appointed, Pro Bono, International. (August 2013).
  • Journal of Marketing, Associate Editor. (2011 - December 31, 2012).
  • Journal of Consumer Psychology, Editorial Review Board Member. (2005 - 2012).
  • Current Issues and Research in Advertising, Editorial Review Board Member. (1998 - 2012).
  • Journal of Public Policy and Marketing, Editorial Review Board Member. (1993 - 2012).
  • Journal of Consumer Research, Editorial Review Board Member. (1992 - 2012).
  • Marketing Science Institute, Research Proposals on Communication and Branding in a Digital Era, Reviewer. (2011).
  • Journal of Marketing, Editorial Review Board Member. (2008 - 2011).
  • Journal of Consumer Psychology, Best Paper Award, Reviewer. (2009).
  • Journal of Services Marketing, Editor. (2008 - 2009).
  • Social Influence, Editor. (2008).
  • Association of Consumer Research, Board of Directors, Elected. (2006 - 2008).
  • Social Influence, Editorial Review Board Member. (2005 - 2008).
  • Association of Consumer Research, Constitution and Bylaws Task Force, Chair. (2006 - 2007).
  • Media Psychology, Editorial Review Board Member. (1995 - 2006).
  • Association for Consumer Research North American Conference, Co-Chair. (2005).
  • Journal of Marketing, Editorial Review Board Member. (1996 - 2005).
  • Journal of Marketing Research, Editorial Review Board Member. (1999 - 2003).
  • Journal of Public Policy and Marketing, Special Issue, Social Marketing Initiatives, Editor. (2002).
  • Journal of Consumer Psychology, Editorial Review Board Member. (1996 - 2000).
  • American Marketing Association Winter Educators' Conference, Co-Chair. (1998).
  • Conference Program Committee Association for Consumer Research. (1997).
  • Society for Consumer Psychology Annual Conference, Co-Chair. (1997).
  • Tobacco-Related Disease Research Program, Second Scientific Conference, Co-Chair. (1997).
  • American Marketing Association Winter Educators' Conference, Promotions Track, Chair. (1995).
  • Conference Program Committee Association for Consumer Research. (1995).
  • American Psychological Association Annual Conference, Division 23 Track, Chair. (1994).
  • Conference Program Committee Association for Consumer Research. (1993).
  • Conference Program Committee Association for Consumer Research. (1991).

Consulting
  • Litigation/Expert Witness, Hare Wynn Newell & Newton. (2013).
  • Litigation/Expert Witness, Robinson, Calcagnie & Robinson, Newport Beach, CA. (2010 - 2013).
  • PRISM Awards Reviewer (EIC, NIDA, Robert Wood Johnson). (1997 - 2011).
  • Government Agency, White House Office of National Drug Control Policy, National Youth Anti-Drug Media Campaign. (2008 - 2009).
  • Sentinel Awards Reviewer (Hollywood, Health & Society, CDC, NCI). (2005 - 2009).
  • Litigation/Expert Witness, Robinson, Calcagnie & Robinson, Newport Beach, CA. (2006 - 2007).
  • Litigation/Expert Witness, Beasley, Allen, TX. (2006).
  • Litigation/Expert Witness, Blizzard, McCarthy & Nabers, Houston, TX. (2006).
  • Litigation/Expert Witness, Wilmer Cutler Pickering Hale & Dorr, Washington DC. (2004 - 2005).
  • Mary Ann Pentz smoking prevention media literacy research project, University of Southern California. (2000 - 2005).
  • Litigation/Expert Witness, Robinson, Calcagnie & Robinson, Newport Beach, CA. (2004).
  • Expert Panel, American Legacy Foundation, Media and Countermarketing. (2000 - 2004).
  • Government Agency, White House Office of National Drug Control Policy, National Youth Anti-Drug Media Campaign. (1998 - 2004).
  • Youth Media Expert Panel, Worden and Flynn antismoking advertising research project, University of Vermont. (2001 - 2003).
  • Litigation/Expert Witness, Blumenthal & Markham, San Diego, CA. (1999 - 2003).
  • Don Helme antismoking advertising research project, Cooper Institute, CO. (2001 - 2002).
  • Advisory Committee of Professional Associations, US Census Bureau. (1998 - 2002).
  • California Air Resources Board (ICAT Program). Review of ICAT Proposals. (1997 - 1998).
  • James Sargent smoking in movies project, Dartmouth University, Medical School. (1997 - 1998).
  • Litigation/Expert Witness, Munger, Tolles & Olsen, Attorneys at Law. Orange County bankruptcy litigation. (1996 - 1998).
  • Campaign for Tobacco-Free Kids. Tobacco-related issues. (1997).
  • American Psychological Association. Tobacco-related issues. (1995 - 1997).
  • American Savings Bank, Irvine, CA. (1990).
  • CommerceBank, Newport Beach, CA. (1990).
  • Houston Effler Favat Advertising (for Massachusetts Dept. Health). Antismoking advertising. (1990).
  • San Clemente Savings and Loan, Irvine, CA. (1990).
  • Nashville Consulting Group, Nashville, TN. (1980).
  • Neighborhood Housing Services, Nashville, TN. (1980).
  • Comparative advertising litigation, Osler, Hoskin and Harcourt, Barristers & Solicitors, Toronto, Canada. (1980).
  • Program Evaluation Laboratory, Vanderbilt University, Nashville, TN. (1980).
  • Sales litigation, Rogers & Sheffield, Attorneys at Law, Santa Barbara, CA. (1980).
  • Vanderbilt University Diabetes Research and Training Center, Nashville, TN. (1980).
  • Veterans Administration Hospital, Nashville, TN. (1980)

Teaching

Special Pedagogical Activities
  • Management/Executive Development, Experiential Learning Team Advisor, HireRight, (September 2013 - December 2013).
  • Management/Executive Development, Experiential Learning Team Advisor, Wal-Mart, (September 2012 - December 2012).
  • Management/Executive Development, Experiential Learning Team Advisor, Wet Seal, (September 2010 - December 2010).
  • Management/Executive Development, Experiential Learning Team Advisor, Wet Seal, (September 2008 - December 2008).
Doctoral Committee
  • November 2013 - Present, Kelly EunJung Yoon, Advisor
  • Marketing PhD student
  • September 2008 - June 2013, James Leonhardt, Advisor
  • Marketing PhD student
  • September 2007 - June 2012, Jesse Catlin, Advisor
  • Marketing PhD student
  • September 2007 - June 2012, Todd Pezzuti, Advisor
  • Marketing PhD student
  • September 2004 - June 2010, Dante Pirouz, Advisor
  • Marketing PhD student
  • September 2005 - June 2008, Brennan Davis, Advisor
  • Marketing PhD student
  • September 2003 - June 2008, Liangyan Wang, Advisor
  • Marketing PhD student
  • September 2001 - June 2005, Guangzhi Zhao, Advisor
  • Marketing PhD student
  • September 2001 - June 2004, Dipayan Biswas, Advisor
  • Marketing PhD student
  • September 1999 - June 2004, Ellen Reibling, Advisor
  • Social Ecology PhD student
  • September 1995 - June 2000, Eric Shih, Advisor
  • Marketing PhD student
  • September 1989 - June 1993, A. Gabriel Esteban
  • Marketing PhD student
Doctoral Candidacy Committee
  • May 2014, Robert Garcia, Member
  • December 2013, Lauren Louie, Member
Directed Individual/Independent Study
  • March 2014 - June 2014, Chauncey Robinson, Advisor
  • Quit smoking app project
  • March 2014 - June 2014, Jeff Knoche, Advisor
  • Vets and sports trainer project
  • March 2014 - June 2014, Neil Shah, Advisor
  • Social impact investment project
  • March 2014 - June 2014, Sandra Clark, Advisor
  • Orange Count Visitors Association project
  • September 2013 - June 2014, Madhura Krishnan, Advisor
  • Autodesk projects
  • January 2013 - March 2013, Andrea Quintero, Advisor
  • St. John Knits project
  • March 2011 - June 2011, Google Online Marketing Challenge UCI Team, Advisor
Master's Thesis Committee
  • September 2013 - June 2014, Raissa Covit, Advisor
  • Demographic & Social Analysis masters student
  • September 2012 - June 2013, Paulina Phan, Advisor
  • Demographic & Social Analysis masters student
  • September 2010 - June 2011, Andrea Amurao, Advisor
  • Demographic & Social Analysis masters student
  • September 2009 - June 2010, Lindsey Yossef, Advisor
  • Demographic & Social Analysis masters student
Undergraduate Honors Thesis
  • July 2014 - Present, Wendy Hu, Advisor
  • January 2013 - December 2013, Rebecca Shelton, Advisor
Visiting Scholar
  • January 2012 - December 2012, Sunny Pan, Advisor
  • Visiting Marketing PhD student
  • July 2007 - December 2007, Adilson Borges
  • Visiting French scholar
  • July 2007 - September 2007, Carolina Werle
  • Visiting French scholar