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MANUSCRIPTS IN REVIEW 

  1. "The Impact of Regulatory Focus on Adolescents’ Response to Antismoking Advertising Campaigns,” G. Zhao and C. Pechmann, conditionally accepted at Journal of Marketing Research.
     
  2. "How to Present Product Efficacy Data to Consumers? The Effects of Presentation Format on Belief Updating, Product Judgments, and Judgment Accuracy,” D. Biswas and C. Pechmann, in review at Journal of Marketing Research.

 

REFEREED PUBLICATIONS

Journal Articles (chronological order)

  1. Pichert, J.W., S.L. Hanson, and C. Pechmann (1984), Modifying Dieticians' Use of Patient Time," The Diabetes Educator, 10, 1, 43-46.
     

  2. Pichert, J.W., S.L. Hanson, and C. Pechmann (1985), "A System For Assessing Use of Patients' Time," Evaluation and The Health Professions, 8, 1, 39-54.
     
  3. Stewart, D.W., C. Pechmann, S. Ratneshwar, J. Stroud, and B. Bryant (1985), "Methodological and Theoretical Foundations of Advertising Copytesting: A Review," in Current Issues and Research in Advertising, J.H. Leigh and C.R. Martin, eds., Ann Arbor, MI: The University of Michigan Press, 1-74.
     
  4. Pechmann, C. and D. W. Stewart (1988), "Advertising Repetition: A Critical Review of Wearin and Wearout," in Current Issues and Research in Advertising, J.H. Leigh and C.R. Martin, eds. Ann Arbor, MI:  The University of Michigan Press, p. 285-330.
     
  5. 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.
     
  6. 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.
     
  7. 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.
     
  8. 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.
     
  9. 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.
     
  10. Pechmann, C. and S. Ratneshwar (1992), "Consumer Covariation Judgments: Theory or Data Driven?" Journal of Consumer Research, 19 (December), 373-386.
     
  11. 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.
     
  12. 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.
     
  13. 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.
     
  14. 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.
     
  15. 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.
     
  16. 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.
bullet

Presented at California legislative hearings on smoking in movies

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Presented to National Association of Attorneys’ General

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Presented to National Association of Theater Owners

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Measurement scales published in the Marketing Scales Handbook Vol. IV (2003), G. C. Bruner.

  1. 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.
     

  2. 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.
     
  3. Ratneshwar, S., Barsalou, L.W., Pechmann, C. and Moore, M. (2001), “Goal-Derived Categories: The Role of Personal and Situational Goals in Category Representations,” Journal of Consumer Psychology, 10 (3), 147-158.
     
  4. Pechmann, C. (2001), “A Comparison of Health Communication Models: Risk Learning Versus Stereotype Priming,” Media Psychology, 3 (2), 189-210.
     
  5. 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.
bulletSelected “Best Paper in 2002” by Journal of Consumer Research
bulletReprinted in “Consumer Behavior II: The Meaning of Consumption, Volume 4 Advertising and Consumption” Margaret K. Hogg ed., London, UK: Sage Publications, 2006, pages 261-287
bulletListed in “Essential Readings in Marketing” McAlister, Bolton and Rizley eds., Cambridge, MA: Marketing Science Institute, 2006, pages 80 and 130
bulletPresented during trial of U.S. Attorney General’s case against tobacco firms, 2005
bulletANOVA tables published in Reading Statistics and Research, 4th edition, S. Huck, Allyn & Bacon, 2003
  1. Pechmann, C. (2002), “Overview of the Special Issue on Social Marketing Initiatives,” Journal of Public Policy and Marketing, 21 (Spring), 1-2.
     

  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).
     

  3. 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.
     

  4. 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.
     

  5. Pechmann, C., L. Levine, S. Loughlin, and F. Leslie (2005), “Impulsive and Self-conscious: Adolescents’ Vulnerability to Advertising and Promotion, Journal of Public Policy and Marketing, forthcoming (Vol. 24, Number 2).
     

  6. Pechmann, C. and E.T. Reibling (2006), “Antismoking Advertisements for Youth: An Independent Evaluation of Health, Counter-industry, and Industry Approaches,” American Journal of Public Health, 96 (May), 906-913.

    7. bulletIncluded in staff training materials used by the Public Health Nursing and Nutrition Division of the Durham, NC Region Health Department, 2007.
    bulletG. Zhao and C. Pechmann (2007), “The Impact of Regulatory Focus on Adolescents’ Response to Antismoking Advertising Campaigns,” Journal of Marketing Research, 44 (November), 671-687.
    bulletSummary posted on the Brand Science Institute (BSI)’s Research Blog, at BSI’s invitation ( www.b-s-i.org/blog ). The site is ranked 216 of the world’s most famous blogs in business and marketing matters.

Book Chapters and Edited Volume (chronological order)

  1. 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.
     

  2. Pechmann, C. and D.W. Stewart (1994), "The Psychology of Comparative Advertising" in Attention, Attitude and Affect in Response to Advertising, E. M. Clark, T. C. Brock, and D. W. Stewart eds., Hillsdale, NJ: Lawrence Erlbaum Associates, 79-96.
     

  3. Pechmann, C. (1997), “Do Anti-Smoking Ads Combat Underage Smoking?  A Review of Past Practices and Research,” in Social Marketing: Theoretical and Practical Perspectives, M.E. Goldberg, M. Fishbein and S. iddlestadt eds., Hillsdale, NJ:  Lawrence Erlbaum Associates, 189-216.
     

  4. D. Grewal and C. Pechmann (1998), American Marketing Association Winter Educators’ Conference Proceedings:  Marketing Theory and Applications, Volume 9, Chicago, Illinois:  American Marketing Association.
     

  5. 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.
     

  6. 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.
     

  7. 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, 185-207, 185-207.
     
  8. Pechmann, C. and Price, L. (2006), Editors of Advances in Consumer Research, Volume 33, Duluth, MN: Association for Consumer Research.
     
  9. Pechmann, C. (2007), “CB as I See It,” commentary in "Consumer Behavior: Buying, Having, and Being, 7th Edition", M. Solomon, New Jersey: Prentice Hall.
     
  10. Pechmann, C. (2008), “Using Research to See if Advertising Makes Smoking Look Cool,” commentary in "Advertising: Principles & Practice, 8th Edition", W. Wells, S. Moriarty and N. Mitchell, New Jersey: Prentice Hall.

Conference Proceedings Papers (chronological order)

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

 

Published Working Papers (chronological order)

  1. Pechmann, C. and D.W. Stewart (1990), "Advertising Repetition: A Critical Review of Wear-In and Wear-Out," Marketing Science Institute, 90-106.
     
  2. Pechmann, C. and D.W. Stewart (1990), "The Development of a Contingency Model of Comparative Advertising," Marketing Science Institute, 90-108.
     
  3. Pechmann, C. and S. Ratneshwar (1993), "Advertising Versus Prior Beliefs: Does Anti-Smoking and Cigarette Advertising Alter Young Adolescents' Perceptions of Smokers?", Marketing Science Institute, 93-125.

 

TECHNICAL REPORT

  1. Pechmann, C. and M. Goldberg (1998), “Evaluation of Ad Strategies for Preventing Youth Tobacco Use,” report submitted to the California Tobacco Related Disease Research Program.
bulletHighlighted in Tobacco-Related Disease Research Program’s “Report of Research from 1990 – 2000,” p. 20.