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Avoiding poor health or approaching good health: Does it matter? The conceptualization, measurement, and consequences of health regulatory focus

Gomez, Pierrick; Borges, Adilson; Pechmann, Cornelia - Université Paris-Dauphine (Paris IX) - 2013

This research presents a new scale, the health regulatory focus scale, which measures an individual's tendency to use promotion or prevention strategies in the pursuit of health goals. We conducted five studies in France to develop the scale which is made up of two subscales for prevention and...

Persistent link: https://www.econbiz.de/10010752618

Creating boundary-breaking, marketing-relevant consumer research

MacInnis, Deborah J.; Morwitz, Vicki G.; Botti, Simona; … - In: Journal of marketing 84 (2020) 2, pp. 1-23

Persistent link: https://www.econbiz.de/10012176482

What to Convey in Antismoking Advertisements for Adolescents: The Use of Protection Motivation Theory to Identify Effective Message Themes

Pechmann, Cornelia; Zhao, Guangzhi; Goldberg, Marvin E.; … - In: Journal of marketing 67 (2003) 2, pp. 1-18

Persistent link: https://www.econbiz.de/10005935449

Smoking Scenes in Movies and Antismoking Advertisements Before Movies: Effects on Youth

Pechmann, Cornelia; Shih, Chuan-Fong - In: Journal of marketing 63 (1999) 3, pp. 1-13

Persistent link: https://www.econbiz.de/10005966973

An Experimental Investigation of the Joint Effects of Advertising and Peers on Adolescents' Beliefs and Intentions about Cigarette Consumption

Pechmann, Cornelia; Knight, Susan J. - In: Journal of consumer research : JCR ; an … 29 (2002) 1, pp. 5-19

Persistent link: https://www.econbiz.de/10006654768

Do Consumers Overgeneralize One-Sided Comparative Price Claims, and Are More Stringent Regulations Needed?

Pechmann, Cornelia - In: Journal of marketing research : JMR 33 (1996) 2, pp. 150-162

Persistent link: https://www.econbiz.de/10006676408

Goal-Derived Categories and the Antecedents of Across-Category Consideration

Ratneshwar, S.; Pechmann, Cornelia; Shocker, Allan D. - In: Journal of consumer research : JCR ; an … 23 (1996) 3, pp. 240-250

Persistent link: https://www.econbiz.de/10006677698

The Effects of Antismoking and Cigarette Advertising on Young Adolescents' Perceptions of Peers Who Smoke

Pechmann, Cornelia; Ratneshwar, S. - In: Journal of consumer research : JCR ; an … 21 (1994) 2, pp. 236-251

Persistent link: https://www.econbiz.de/10006684209

Spatiotemporal Analysis of Imitation Behavior Across New Buyers at an Online Grocery Retailer

Pechmann, Cornelia; Wang, Liangyan - In: Journal of marketing research : JMR 47 (2010) 1, pp. 75-90

Persistent link: https://www.econbiz.de/10008352944

The Impact of Regulatory Focus on Adolescents' Response to Antismoking Advertising Campaigns

Zhao, Guangzhi; Pechmann, Cornelia - In: Journal of marketing research : JMR 44 (2007) 4, pp. 671-687

Persistent link: https://www.econbiz.de/10007860733