hero image
Connie Pechmann - UC Irvine. Irvine, CA, US

Connie Pechmann Connie Pechmann

Professor, Marketing | UC Irvine


Cornelia Pechmann studies the effects of advertising, social media, product labeling, brand names and retail store locations on consumers.






Tobacco Research that Informs Public Policy




Cornelia (Connie) Pechmann (MS, MBA, PhD) is a Professor of Marketing at the UCI Paul Merage School of Business. She studies the effects of advertising, social media, product labeling, brand names and retail store locations on consumers and she has published over 80 articles, reports and papers.

Professor Pechmann has received numerous grants and over $1.5M to study youths’ responses to pro- and anti-smoking ads and product placements in movies. This research persuaded movie studios to place anti-smoking ads on movie DVDs if the movies target youth and depict smoking. She is currently studying how to form effective online communities on Twitter for smoking cessation funded by a $2.5M R01 grant from NIH.

Professor Pechmann received the Pollay Prize for Public Interest Research and the best journal article award from the Journal of Consumer Research. She just finished a three-year term as editor-in-chief of the Journal of Consumer Psychology.

Professor Pechmann's leading research project is the Tweet2Quit program. For more information, view Dr. Pechmann's vita, visit her study website or contact 949.287.3693, TwitterRelapsePrevention@gmail.com

Areas of Expertise (5)

Consumer Behavior

Online Communities


Social Media

Transformative Consumer Research

Accomplishments (1)

UCI Academic Senate Special Award for Impact on Society (professional)

2019-2020 recipient

Education (4)

Vanderbilt University: PhD, Marketing

Vanderbilt University: MBA, Marketing 1985

Vanderbilt University: MS, Psychology

Bucknell University: BA, Psychology

Affiliations (1)

  • Committee on Academic Personnel (CAP)

Media Appearances (7)

Hard-to-pronounce product names pose hurdle for consumers

Nevada Today  online


James Leonhardt, an associate professor of marketing in the College of Business at the University, and Cornelia Pechmann, a professor of marketing at the Paul Merage School of Business at the University of California, Irvine undertook the research into difficult-to-pronounce product names. Their paper has just been published in a professional journal, Organizational Behavior and Human Decision Processes.

view more

After Being a Source of Misinformation Spread, One Marketing Professor Says Facebook Should Step Up with Targeted and Accurate PSAs about the Coronavirus Vaccine

KPCC  online


Guest: UC-Irvine marketing expert Connie Pechmann.

view more

How Facebook can make up for disinformation and help get everyone vaccinated for COVID-19

Fast Company  online


Dr. Connie Pechmann is a Professor of Marketing at the University of California-Irvine Paul Merage School of Business. She studies the impact of advertising and social media on consumers and the effectiveness of public health ad campaigns.

view more

Column: A ‘rocket ship’ of an economic recovery? Don’t count on it

Los Angeles Times  online


“It's very unfortunate,” Connie Pechmann, a marketing professor at UC Irvine, said of the protesters placing their own needs ahead of society's.

view more

Hydro Flask went from farmers markets to must-own

The Daily Item  online


S’well might’ve been the “it” brand were it not for that recognizable shape, said Connie Pechmann, a marketing professor at the UC Irvine Paul Merage School of Business.

view more

Hydro Flask started out at farmers markets. Here’s how it got so huge

Los Angeles Times  online


... said Connie Pechmann, a marketing professor at the UC Irvine Paul Merage School of ... “I think S'well made a big mistake,” Pechmann said.

view more

Are Juul Countermeasures Too Little, Too Late?

U.S. News & World Report  online


"We just fought the battle (against smoking) and won," says Connie Pechmann, a marketing professor at the Paul Merage School of Business at the University of California-Irvine. Pechmann, who has studied the link between youth smoking rates and cigarette advertising, says Juul is responsible for hooking a new generation of young users, just like Big Tobacco did decades earlier.

view more

Research Grants (1)

Social Media Technology for Treating Tobacco Addiction

National Institutes of Health $2,577,181

March 1, 2016 - March 1, 2021

Articles (5)

Facilitating Adolescent Well‐Being: A Review of the Challenges and Opportunities and the Beneficial Roles of Parents, Schools, Neighborhoods, and Policymakers

Journal of Consumer Psychology

Cornelia Pechmann, Jesse R. Catlin, Yu Zheng

2019 Adolescents face exceptional challenges and opportunities that may have a lifelong impact on their consumption and personal and societal well‐being. Parents, community members (schools and neighborhoods), and policymakers play major roles in shaping adolescents and influencing their engagement in consumption behaviors that are either developmentally problematic (e.g., drug use and unhealthy eating) or developmentally constructive (e.g., academic pursuits and extracurricular activities).

view more

The performance effects of creative imitation on original products: Evidence from lab and field experiments

Strategic Management Journal

Liangyan Wang, Brian Wu, Cornelia Pechmann, Yitong Wang

2019 A market entrant often challenges the incumbent using creative imitation: The entrant creatively combines imitated aspects of the original with its own innovative characteristics to create a distinct offering. Using lab and field experiments to examine creative imitation in China, we find the effects of creative imitations on the originals depend on the creative imitation's quality.

view more

Hyperopia and frugality: Different motivational drivers and yet similar effects on consumer spending

Journal of Business Research

Pan, L., Pezzuti, T., Lu, W., Pechmann, C.

2019 The effects of hyperopia and frugality on spending have not been directly compared. Moreover, previous research on hyperopia has focused on the avoidance of luxury spending, rather than spending on routine consumer goods. We address these gaps in the literature by comparing how hyperopia and frugality affect monthly spending, and spending on ordinary consumer goods. Our survey indicates that both tendencies relate to lower monthly spending.

view more

Linking the content to demographic reach of online advertising of electronic nicotine delivery systems

Tobacco Control

Timberlake, D.S., Nikitin, D., Garcia-Cano, J., Cino, S., Savkina, M., Pechmann, C.

2018 Introduction Recent studies have separately examined the content and demographic reach of the advertising of electronic nicotine delivery systems (ENDS). No study to our knowledge has linked the two in investigating whether racial/ethnic groups are differentially exposed to the comparative messages conveyed in online ENDS advertisements.

view more

Latino Adults’ Perspectives on Treating Tobacco Use Via Social Media

JMIR Mhealth Uhealth

Anguiano B, Brown-Johnson C, Rosas LG, Pechmann C, Prochaska JJ

2017 Background: Latinos are the largest minority group in the United States, and in California they outnumber non-Hispanic whites. Smoking cessation programs tailored for Latino culture, and this population’s specific smoking patterns, are needed. Online social networks for smoking cessation have high potential for Latinos, but have not been tested to date.

view more