REFEREED PUBLICATIONS

Journal Articles, Peer-Reviewed

Pechmann, C. et al. (2011). Learning about At-risk Consumers:  Research Challenges and Opportunities. Journal of Public Policy and Marketing, forthcoming.

Carpenter, C., Pechmann, C. (2011). Exposure to 'Above the Influence' Anti-Drug Advertisements and Youth Marijuana Use in the US, 2006-2008. American Journal of Public Health, forthcoming.

Kelly, K., Pechmann, C., Reibling, E.T. (2011). The Opportunities and Challenges of School-Based Research for Social Marketers. Social Marketing Quarterly, forthcoming.

Pechmann, C. (2011). Smoking in Movies, Health Communication, forthcoming.

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).

Pechmann, C., Reibling, E. T. (2006). Antismoking Advertisements for Youth: An Independent Evaluation of Health, Counter-industry, and Industry Approaches. American Journal of Public Health, 96(May), 906-913. (Included in staff training materials, Durham, NC Region Health Dept. 2007).

Pechmann, C., Levine, L., Loughlin, S., Leslie, F. (2005). Impulsive and Self-conscious: Adolescents’ Vulnerability to Advertising and Promotion. Journal of Public Policy and Marketing, 24(Fall), 202-221.

Foley, D., 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., Zhao, G., Goldberg, M. E., Reibling, E. T. (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.

Pechmann, C., Knight, S. J. (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, 5-19. (Selected Best Paper by Journal of Consumer Research. Reprinted 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. Listed in “Essential Readings in Marketing” McAlister, Bolton and Rizley eds., Cambridge, MA: Marketing Science Institute, 2006. Presented during trial of U.S. Attorney General versus tobacco firms, 2005. ANOVA tables published in Reading Statistics and Research, 4th edition, S. Huck, Allyn & Bacon, 2003).

Pechmann, C. (2002). Overview of the Special Issue on Social Marketing Initiatives. Journal of Public Policy and Marketing, 21, 1-2.

Kelder, S., Pechmann, C., Slater, M. D., Worden, J. K., Levitt, A. (2002). The National Youth Anti-drug Media Campaign. American Journal of Public Health, 92(8), 1211-1212 (letter).

Ratneshwar, S., Barsalou, L. W., Pechmann, C., Moore, M. (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., Reibling, E. T. (2000). Planning an Effective Anti-Smoking Mass Media Campaign Targeting Adolescents. Journal of Public Health Management and Practice, 6(3), 80-94.

Pechmann, C., Reibling, E. T. (2000). Anti-Smoking Advertising Campaigns Targeting Youth: Case Studies from USA and Canada. Tobacco Control, Supplement II, Volume 9, ii18-ii31.

Pechmann, C., Shih, C. F. (1999). Smoking Scenes in Movies and Antismoking Advertisements Before Movies: Effects on Youth. Journal of Marketing, 63, 1-13. (Presented at California legislative hearings on smoking in movies. Presented to National Association of Attorneys General. Presented to National Association of Theater Owners. Measurement scales published in the Marketing Scales Handbook Vol. IV (2003), G. C. Bruner).

Pechmann, C., Dixon, P., Layne, N. (1998). An Assessment of the United States and Canadian Smoking Reduction Objectives for Year 2000. American Journal of Public Health, 88, 1362-1367.

Pechmann, C. (1996). Do Consumers Overgeneralize One-sided Comparative Price Claims and Are More Stringent Regulations Needed?. Journal of Marketing Research, 33, 150-162.

Ratneshwar, S., Pechmann, C., Shocker, A. D. (1996). Goal-Derived Categories and the Antecedents of Across-Category Consideration. Journal of Consumer Research, 23, 240-250.

Pechmann, C., Esteban, G. (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., Ratneshwar, S. (1994). The Effects of Anti-Smoking and Cigarette Advertising on Young Adolescents' Perceptions of Peers Who Smoke. Journal of Consumer Research, 21, 236-251.

Pechmann, C., Ratneshwar, S. (1992). Consumer Covariation Judgments: Theory or Data Driven? Journal of Consumer Research, 19, 373-386.

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, 441-453.

Pechmann, C., Stewart, D. W. (1991). How Direct Comparative Ads Promoting Low, Moderate and High Share Brands Affect Brand Choice. Journal of Advertising Research, 31, 47-55.

Pechmann, C., Ratneshwar, S. (1991). The Use of Comparative Advertising for Brand Positioning: Association versus Differentiation. Journal of Consumer Research, 18, 145-160.

Pechmann, C., Stewart, D. W. (1990). The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions. Journal of Consumer Research, 17, 180-191.

Stewart, D. W., Hickson, G. B., Pechmann, C., Koslow, S., Altemeier, W. A. (1989). Information Search and Decision Making in the Selection of Family Health Care. Journal of Health Care Marketing, 9(2), 29-39.

Pechmann, C., Stewart, D. W. (1988). Advertising Repetition: A Critical Review of Wearin and Wearout. Current Issues and Research in Advertising, 285-330.

Pichert, J. W., Hanson, S. L., Pechmann, C. (1985). A System For Assessing Use of Patients' Time. Evaluation and The Health Professions, 8(1), 39-54.

Stewart, D. W., Pechmann, C., Ratneshwar, S., Stroud, J., Bryant, B. (1985). Methodological and Theoretical Foundations of Advertising Copytesting: A Review. Current Issues and Research in Advertising, 1-74.

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

Book Chapters, Peer-Reviewed

Mick, D., Pettigrew, S., Pechmann, C., Ozanne, J. (2012). The 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. (Forthcoming). 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. (Forthcoming). NY, NY: Routledge.

Pechmann, C., Andrews, C. (2011). Methodological Issues and Challenges in Conducting Social Impact Evaluations. In P. N. Bloom, E. Skloot (Eds.), Scaling Social Impact: New Thinking. (Forthcoming). NY, NY: Palgrave Macmillan.

Pechmann, C., Andrews, J. C. (2011). Copy Test Methods to Pretest Advertisements. In M. Belch, G. Belch (Eds.), Wiley International Encyclopedia of Marketing. Chapter 4, Integrated Marketing Communication. (Forthcoming). Chichester, UK. Wiley.

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.

Pechmann, C., Fitzsimons, L., Chamie, A. (2003). Using Geographic Information Systems for Marketing Research. In A. Parasuraman, D. Grewal, R. Krishnan (Eds.), Marketing Research. Chapter 5. (pp. 128-155). Houghton Mifflin Co.

Pechmann, C. (2002). Changing Adolescent Smoking Prevalence: Impact of Advertising Interventions. In D. Burns (Ed.), Changing Adolescent Smoking Prevalence: Where It Is and Why. (pp. 171-181). Silver Spring, MD: National Cancer Institute.

Pechmann, C. (1997). Does Antismoking Advertising Combat Underage Smoking? A Review of Past Practices and Research. In M. E. Goldberg, M. Fishbein, S. Middlestadt (Eds.), Social Marketing: Theoretical and Practical Perspectives. (pp. 189-216). Hillsdale, NJ: Lawrence Erlbaum Associates.

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

Pechmann, C., Stewart, D. W. (1988). The Multidimensionality of Persuasive Communication: Theoretical and Empirical Foundations. In A. Tybout, P. Cafferata (Eds.), Cognitive and Affective Responses to Advertising. (pp. 31-65). Lexington, MA: Lexington Press.

Book Sections

Pechmann, C. (211) Does Advertising Make Smoking Cool? In Advertising Principles and Practice,  9^th ed, Sandra Moriarty and Nancy Mitchell, 2011, 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. (pp. 552). 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

Pirouz, D. M., Pechmann, C., Rodriguez, P.F. (2010). The Dark Side of Product Attachment: Reactivity of Non-users and Users to Addictive Product Advertising, Conference Proceedings, Interdisciplinary Symposium on Decision Neuroscience, Philadelphia, PA, forthcoming.

Pirouz, D. M., Pechmann, C., Rodriguez, P.F. (2010). The Dark Side of Product Attachment: Reactivity of Non-users and Users to Addictive Product Advertising, Conference Proceedings, Society for Neuroeconomics, Evanston, IL, forthcoming.

Pirouz, D. M., Pechmann, C., Rodriguez, P.F. (2010). The Dark Side of Product Attachment: Reactivity of Non-users and Users to Addictive Product Advertising, Conference Proceedings, Addictions, Arlington, VA, forthcoming.

Pezzuti, T. Pechmann, C., Borges, A., Pirouz, D. (2010). 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, forthcoming.

Pirouz, D. M., Pechmann, C., Rodriguez, P.F. (2010). 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, forthcoming.

Zhao, T., Pechmann, C. (2010). An Empirical Study of the Effectiveness of Charity Advertising Appeals in the Context of Volunteerism. Summer Educators’ Conference Proceedings, American Marketing Association, Boston, MA, forthcoming.

Davis, B., Pechmann, C. (2010). Research and Public Policy Perspectives on Risky Consumption Behavior Among Adolescents. Marketing and Public Policy Conference Proceedings, American Marketing Association, Denver, CO, forthcoming.

Pechmann, C., Andrews, C. (2010). Contributions by Marketing Scholars to the Emerging Field of Social Entrepreneurship, Marketing and Public Policy Conference Proceedings, American Marketing Association, Denver, CO, forthcoming.

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 Research. Association for Consumer Research, Vol. 35, (pp. 146-148). Memphis, TN.

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.

Pechmann, C., Johnson, E. (2007). Grant Funding Opportunities and Challenges for Transformative Consumer Research. In G. Fitzsimons, V. Morwitz (Eds.), Advances in Consumer Research. Association for Consumer Research, Vol. 34, Orlando, FL.

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 Proceedings. American Marketing Association, Long Beach, CA.

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 to Deter Youth Smoking. TRDRP Investigator Conference, Abstract Booklet, (pp. 45-46). Sacramento, CA. (http://www.trdrp.org/publications/conferences/2007/CON7absrtbk.pdf).

Zhao, G., Pechmann, C. (2006). Regulatory Focus, Feature Positive Effect, and Message Framing. In C. Pechmann, L. Price (Eds.), Advances in Consumer Research. Association 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, 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 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. (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. (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., 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., 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.

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.

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.

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.

Pechmann, C. (1983). A System For Assessing Use of Time in Clinic. In Diabetes. (pp. 20). New York, NY: American Diabetes Association.

Current Working Papers

Silk, T., Pechmann, C. A Multi-Party Analysis of Consumer Rebates: Controversies and Research-Based Policy Recommendations. (Invited revision, Journal of Public Policy and Marketing).

Biswas, D., Pechmann, C. What Do these Clinical Trial Results Mean? How Product Efficacy Judgments are Affected by Data Partitioning, Framing, and Quantification. (Invited revision, Organizational Behavior and Human Decision Processes)

Published Working Papers

Pechmann, C., Ratneshwar, S. (1993). Advertising Versus Prior Beliefs: Does Anti-Smoking and Cigarette Advertising Alter Young Adolescents' Perceptions of Smokers? Published by the Marketing Science Institute.

Pechmann, C., Stewart, D. W. (1990). Advertising Repetition: A Critical Review of Wear-In and Wear-Out. Published by the Marketing Science Institute.

Pechmann, C., Stewart, D. W. (1990). The Development of a Contingency Model of Comparative Advertising. Published by the Marketing Science Institute.

Technical Reports

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.