Cornelia "Connie" A. Pechmann

Professor, School of Business
Paul Merage School of Business

PH.D., Vanderbilt University
M.B.A., Vanderbilt University
Masters of Psychology, Vanderbilt University

Phone: (949) 824-4058
Fax: (949) 824-8469

University of California, Irvine
331 GSM
Mail Code: 3125
Irvine, CA 92697
Research Interests
Professor Pechmann is an authority on marketing, consumer behavior, and advertising, with an emphasis on tobacco-related mass media messages and adolescent smoking.
Academic Distinctions
  • 2001 Charles and Twyla Martin Excellence in Teaching Award, GSM, UCI
  • 2001 Business 2.0 "Key Professor" List, in article on 20 Top Technology-Savvy Business Schools
  • 2000 Lincoln Mercury Marketing Lab Sponsorship, GSM, UCI (5 year sponsorship)
  • 2000 Conexant Teaching Award, GSM, UCI
  • 2000 BusinessWeek, B-Schools Rankings & Profiles, "Most Popular Professors" Listing
  • 2000 BusinessWeek, B-Schools Rankings & Profiles, "Most Popular Electives" Listing
  • 2000 Journal of Consumer Research "Outstanding Reviewer" Award
  • 1999 Journal of Public Policy and Marketing "Exceptional Contribution by Reviewer" Award

  • Chair of Dipayan Biswas’ dissertation, recipient of SCP-Sheth dissertation competition 2003
  • Chair of Terry Zhao’s dissertation, runner-up in SCP-Sheth dissertation competition 2004
  • American Marketing Association Doctoral Consortium Faculty Member, 1993, 1997, 2001
  • Marketing Science Institute Alden G. Clayton Dissertation Award, 1987
  • American Marketing Association Doctoral Consortium Fellow, 1986
  • Beta Gamma Sigma National Honor Society (Management)
  • Phi Beta Kappa National Honor Society
  • Bucknell University Rhodes Scholar Nominee
  • Alpha Lambda Delta National Honor Society (Psychology)
  • Who's Who of American Women
  • Who's Who in Advertising
  • Who’s Who in Executives and Professionals
  • Who’s Who in the West
  • Who’s Who in the World
  • Who’s Who in Executives and Professionals
  • Who’s Who in Economics, Fourth Edition (based on citation counts 1990-1999)
  • List of Top 50 Marketing Scholars (based on citation counts)
Research Abstract
Dr. Cornelia (Connie) Pechmann is a Professor of Marketing at the Graduate School of Management, University of California, Irvine (UCI). She is also affiliated with the UCI School of Social Ecology. Dr. Pechmann completed her Ph.D. in marketing, as well as an MBA and Masters in Psychology, at Vanderbilt University. At UCI, Dr. Pechmann teaches courses in marketing management, micro marketing, social marketing, database marketing and experimental design.

Most of Dr. Pechmann’s research addresses the effects of marketing on society. In particular, she conducts controlled experiments to study the effects of advertising on vulnerable consumer groups such as adolescents. She also studies controversial forms of advertising such as direct comparative advertising, reference price advertising, and tobacco-related advertising. Since 1991, Dr. Pechmann has received four grants amounting to over one million dollars from the California Tobacco-Related Disease Research Program to study the influence of pro- and anti-smoking media messages on adolescents, including smoking scenes in movies and the showing of antismoking ads before movies. Dr. Pechmann is currently studying the effectiveness of antidrug messages in television shows targeted at adolescents.

Dr. Pechmann has published over 50 refereed articles, book chapters, reports and conference proceedings on advertising-related issues in outlets such as Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and American Journal of Public Health. She serves on the review boards of three top marketing journals: Journal of Consumer Research, Journal of Marketing, and Journal of Public Policy and Marketing.

Dr. Pechmann has been a consultant to the U.S. Office of National Drug Control Policy’s youth antidrug media campaign called “My Anti-Drug.” She has also assisted with the Massachusetts, Canada, and California antismoking ad campaigns, and has testified at California State Senate hearings on tobacco control issues. Articles citing Dr. Pechmann’s research have appeared in The Wall Street Journal, New York Times, Washington Post, Los Angeles Times and USA Today and she has appeared on CNN, ABC and CBC News.
Stewart, D.W., G.B. Hickson, C. Pechmann, S. Koslow, and W.A. Altemeier (1989), "Information Search and Decision Making in the Selection of Family Health Care," Journal of Health Care Marketing, 9, 2 (June), 29-39.
Pechmann, C. and D. W. Stewart (1990), "The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions," Journal of Consumer Research, 17 (September), 180-191.
Pechmann, C. and S. Ratneshwar (1991), "The Use of Comparative Advertising for Brand Positioning: Association versus Differentiation," Journal of Consumer Research, 18 (September), 145-160.
Pechmann, C. and D.W. Stewart (1991), "How Direct Comparative Ads Promoting Low, Moderate and High Share Brands Affect Brand Choice," Journal of Advertising Research, 31 (December), 47-55.
Pechmann, C. (1992), "Predicting When Two-Sided Ads Will Be More Effective Than One-Sided Ads: The Role of Correlational and Correspondent Inferences," Journal of Marketing Research, 29 (November), 441-453.
Pechmann, C. and S. Ratneshwar (1992), "Consumer Covariation Judgments: Theory or Data Driven?" Journal of Consumer Research, 19 (December), 373-386.
Pechmann, C. and S. Ratneshwar (1994), "The Effects of Anti-Smoking and Cigarette Advertising on Young Adolescents' Perceptions of Peers Who Smoke," Journal of Consumer Research, 21 (September), 236-251.
Pechmann, C. and G. Esteban (1994), "Persuasion Processes Associated with Direct Comparative and Noncomparative Advertising and Implications for Advertising Effectiveness," Journal of Consumer Psychology, 2(4), 403-432.
Pechmann, C. (1996), “Do Consumers Overgeneralize One-sided Comparative Price Claims and Are More Stringent Regulations Needed?” Journal of Marketing Research, 33 (May), 150-162
Ratneshwar, S., C. Pechmann, and A.D. Shocker (1996), "Goal-Derived Categories and the Antecedents of Across-Category Consideration," Journal of Consumer Research, 23 (December), 240-250.
Pechmann, C., P. Dixon, and N. Layne (1998), "An Assessment of the United States and
Canadian Smoking Reduction Objectives for Year 2000," American Journal of Public Health, 88
(September), 1362-1367.
Pechmann, C. and C.F. Shih (1999), “Smoking Scenes in Movies and Antismoking Advertisements Before Movies: Effects on Youth,” Journal of Marketing, 63 (July), 1-13
Pechmann, C. and E.T. Reibling (2000), “Planning an Effective Anti-Smoking Mass Media Campaign Targeting Adolescents,” Journal of Public Health Management and Practice, 6 (3), 80-94.
Pechmann, C. and E.T. Reibling (2000), "Anti-Smoking Advertising Campaigns Targeting Youth: Case Studies from USA and Canada," Tobacco Control, Supplement II, Volume 9, ii18-ii31
Ratneshwar, S., L.W. Barsalou, C. Pechmann, and M. Moore (2001), “Goal-Derived Categories: The Role of Personal and Situational Goals in Category Representations,” Journal of Consumer Psychology, 10 (3), 147-158.
Pechmann, C. (2001), “A Comparison of Health Communication Models: Risk Learning Versus Stereotype Priming,” Media Psychology, 3 (2), 189-210
Pechmann, C. and S. J. Knight (2002), “An Experimental Investigation of the Joint Effects of Advertising and Peers on Adolescents’ Beliefs and Intentions about Cigarette Consumption,” Journal of Consumer Research, 29 (June), 5-19.
Pechmann, C. (2002), “Overview of the Special Issue on Social Marketing Initiatives,” Journal of Public Policy and Marketing, 21 (Spring), 1-2.
Kelder, S., C. Pechmann, M.D. Slater, J.K. Worden, and A. Levitt (2002), “The National Youth Anti-drug Media Campaign,” American Journal of Public Health, 92 (8), 1211-1212 (letter).
Pechmann, C., G. Zhao, M.E. Goldberg, and E.T. Reibling (2003), “What to Convey in Antismoking Advertisements for Adolescents? The Use of Protection Motivation Theory to Identify Effective Message Themes,” Journal of Marketing, 67 (April), 1-18
Foley, D. and Pechmann, C. (2004), “The National Youth Anti-Drug Media Campaign Copy Test System,” Social Marketing Quarterly, X-Special Issue (2-Summer), 34-42.
Pechmann, C. and D.W. Stewart (1988), "The Multidimensionality of Persuasive Communication: Theoretical and Empirical Foundations," in Cognitive and Affective Responses to Advertising, A. Tybout and P. Cafferata eds., Lexington, MA: Lexington Press, 31-65.
Pechmann, C. (1997), “Does Antismoking Advertising Combat Underage Smoking? A Review of Past Practices and Research,” in Social Marketing: Theoretical and Practical Perspectives, M.E. Goldberg, M. Fishbein and S. Middlestadt eds., Hillsdale, NJ: Lawrence Erlbaum Associates, 189-216.
D. Grewal and C. Pechmann (1998), American Marketing Association Winter Educators’ Conference Proceedings: Marketing Theory and Applications, Volume 9, Chicago, Illinois: American Marketing Association.
Pechmann, C. (2002), “Changing Adolescent Smoking Prevalence: Impact of Advertising Interventions,” in Changing Adolescent Smoking Prevalence: Where It Is and Why, D. Burns, ed., Silver Spring, MD: National Cancer Institute, 171-181.
Pechmann, C., L. FitzSimons and A. Chamie (2003), “Using Geographic Information Systems for Marketing Research,” Marketing Research, A. Parasuraman, D. Grewal and R. Krishnan, eds., Houghton Mifflin Co., Chapter 5, 128-155.
Pechmann, C. and Slater, M.D. (2005), “Social Marketing Messages That May Motivate Irresponsible Consumption Behavior,” in Inside Consumption: Frontiers of Research on Consumer Motives, Goals, and Desires, D. Mick and S. Ratneshwar, eds., London, UK: Routledge, forthcoming.
UCI Transdisciplinary Tobacco Use Research Center 2003 (Pilot) - $25,000
Tobacco-Related Disease Research Program of the State of California 2000 - $590,375
Tobacco-Related Disease Research Program of the State of California 1999 (Pilot) - $10,000
Tobacco-Related Disease Research Program of the State of California 1997 - $136,953
Palmer Jarvis Advertising (for Health Canada) 1996 - $3,759
Tobacco-Related Disease Research Program of the State of California 1993 - $192,570
U.C.I. Graduate School of Management, Office of Research Grant 1993 - $3,667
Tobacco-Related Disease Research Program of the State of California 1991 - $72,837
U.C.I. Faculty Career Development Grant 1990 - $8,563
U.C.I. Faculty Research Grant 1990 - $3,600
National Institute of Mental Health Undergraduate Research Grant 1976 - $5,000
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