C
Cornelia Pechmann
Researcher at University of California, Irvine
Publications - 84
Citations - 7509
Cornelia Pechmann is an academic researcher from University of California, Irvine. The author has contributed to research in topics: Social marketing & Consumer behaviour. The author has an hindex of 35, co-authored 82 publications receiving 4831 citations. Previous affiliations of Cornelia Pechmann include University of Southern California & University of California, San Francisco.
Papers
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Journal ArticleDOI
Policy and Research Related to Consumer Rebates: A Comprehensive Review:
Cornelia Pechmann,Tim Silk +1 more
TL;DR: In this paper, the authors present the first comprehensive, multidisciplinary review of consumer rebates that includes federal regulations, state laws, and academic research, and identify federal guidelines for rebates by reviewing the 18 Federal Trade Commision rebate-related complaints and the associated consent decrees.
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What to Convey in Antismoking Advertisements for Adolescents: The Use of Protection Motivation Theory to Identify Effective Message Themes
TL;DR: In this paper, the authors developed hypotheses regarding message theme effects on cognitions and intentions and test them in an experiment involving 1667 adolescents. And they found that three message themes increased adolescents' nonsmoking intentions compared with a control; all did so by enhancing adolescents' perceptions that smoking poses severe social disapproval risks.
Journal Article
Advertising Repetition: A Critical Review of Wearin and Wearout
TL;DR: In this paper, it is shown that many of the empirical findings regarding advertising repetition that appear to be contradictory actually are complementary and the reason is that there are fundamental differences among the findings.
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The Impact of Regulatory Focus on Adolescents' Response to Antismoking Advertising Campaigns
Guangzhi Zhao,Cornelia Pechmann +1 more
TL;DR: In this article, the authors demonstrate that antismoking advertisements are the most persuasive when the viewers' regulatory focus, the message's regulatory focus and the message frame function synergistically.
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Impulsive and Self-Conscious: Adolescents' Vulnerability to Advertising and Promotion
TL;DR: In this article, the authors review basic research on adolescent development in neuroscience, psychology, and marketing, and find that adolescents are more impulsive and self-conscious than adults, and the adolescent brain's plasticity makes it more vulnerable to harm.