Connie Pechmann 
Professor, Marketing | UC Irvine
Irvine, CA, UNITED STATES
Cornelia Pechmann studies the effects of advertising, social media, product labeling, brand names and retail store locations on consumers.
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Biography
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
Advertising
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)
Links (4)
Media Appearances (5)
Column: A ‘rocket ship’ of an economic recovery? Don’t count on it
Los Angeles Times online
2020-04-22
“It's very unfortunate,” Connie Pechmann, a marketing professor at UC Irvine, said of the protesters placing their own needs ahead of society's.
Hydro Flask went from farmers markets to must-own
The Daily Item online
2020-03-08
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.
Hydro Flask started out at farmers markets. Here’s how it got so huge
Los Angeles Times online
2020-02-23
... said Connie Pechmann, a marketing professor at the UC Irvine Paul Merage School of ... “I think S'well made a big mistake,” Pechmann said.
Are Juul Countermeasures Too Little, Too Late?
U.S. News & World Report online
2019-10-11
"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.
How Much Cold Medicine Is Too Much? How We Abuse OTC Drugs Without Even Knowing
Medical Daily online
2015-06-03
According to their findings, published in the Journal of Public Policy & Marketing, researchers are concerned about our ill-informed overmedicating. “A consumer who takes a cold medicine containing, for instance, acetaminophen, may see nothing wrong with taking an additional medicine that also contains acetaminophen,” said researchers Jessie R. Catlin and Connie Pechmann of the University of California, along with Eric P. Brass of UCLA. “But in that case, he or she will likely ingest at least 1300mg of acetaminophen, and if those doses are repeated every four to six hours, the consumer will take in at least 5200mg of acetaminophen per day, well over the limit.”
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 PsychologyCornelia 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).
The performance effects of creative imitation on original products: Evidence from lab and field experiments
Strategic Management JournalLiangyan 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.
Hyperopia and frugality: Different motivational drivers and yet similar effects on consumer spending
Journal of Business ResearchPan, 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.
Linking the content to demographic reach of online advertising of electronic nicotine delivery systems
Tobacco ControlTimberlake, 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.
Latino Adults’ Perspectives on Treating Tobacco Use Via Social Media
JMIR Mhealth UhealthAnguiano 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.
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