G. 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.

Pechmann, C. and E.T. Reibling (2006), "Anti-Smoking Advertisements for Youth:  An Independent Evaluation of Health, Counter-Industry, and Industry Approaches," American Journal of Public Health, Volume 96, No. 5 (May), 906-913.

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, Vol. 24, No. 2, 202-221.

Pechmann, C. and M.D. Slater (2005), "Social marketing messages that may motivate irresponsible consumption behavior," in Inside Consumption, S. Ratneshwar and D.G. Mick, eds., London and New York: Routledge, 185-207.

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.

summary:
This study identifies seven common message themes in anti-
smoking advertisements, and tests each theme among a
large group of adolescents in order to determine which messages are most effective in increasing intentions not to smoke. Protection Motivation Theory is used to explain differences in message effectiveness.

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.

summary:

This chapter reviews research on the efficacy of antismoking advertising that targets youth, including studies of advertising plus school programs, and field and laboratory studies of advertising effects in the absence of other programs.

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.

summary:
This study looks at how the smoking behavior of unfamiliar peers and smoking-related advertising affects youths' perceptions of smoking.

Pechmann, C. (2001), "A Comparison of Health Communication Models: Risk Learning Versus Stereotype Priming," Media Psychology, 3 (2), 189-210.

summary:
This study directly compares two methods of communicating health-related messages: risk learning and stereotype priming. The article presents stereotype priming as an alternative method of health-related communications.

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.

summary:
This study addresses the effectiveness of antismoking campaigns that rely on the mass media, and models the steps to establish and evaluate a successful integrated campaign.

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.

summary:
This article combines case study analysis with supplemental data collection to assist in planning antismoking advertising that targets youth.

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.

summary:
This study looks at the impact of antismoking advertisements when shown prior to full-length movies. In it, the authors show that one antismoking advertisement is able to offset the negative effects of an entire movie containing extensive smoking.

summary:
This study, done in 1998, assessed both US and Canadian objectives to cut the rate of smoking in their respective populations to a given level by the year 2000. Using secondary data analysis techniques, the authors are able to determine whether each country's goals are attainable.

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.

summary:

This chapter identifies major antismoking advertising campaigns, from the 1980s and 1990s, that targeted adolescents. It also describes past research on the effectiveness of antismoking advertising, focusing on longitudinal (cohort) studies.

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.

summary:
This study looks at how various smoking-related advertisements impact non-smoking youths' perceptions of peer smoking.