T. Bettina Cornwell, Department of Marketing

Bettina Cornwell

T. Bettina Cornwell

Academic Areas:
Marketing, Advertising, Sponsorship, Consumer Behavior, Sports Marketing

Bettina Cornwell is an academic expert in advertising and marketing. Her primary research interest is in difficult and high context communications where many things are left unsaid and meaning is derived from actors, symbols, logos, and the social milieu. This is found in indirect marketing, such as sponsorship, celebrity endorsement and brand placement. It is also central in international communication and in many public policy issues, such as how one communicates with children or how one encourages environmentally friendly behavior. She is also interested in memory for these types of communications and their immediate and long-term influence on behavior. 

As the Edwin E. & June Woldt Cone professor of marketing at the University of Oregon, she explores how companies can do good via engagement with causes without miscommunicating. She also examines public policy issues regarding how children are influenced by marketing offerings. 

Contact: tbc@uoregon.edu | 541-346-8241 | @BettinaCornwell


Recent News: 
Serena Williams is only woman on Forbes' 2019 list of highest-paid athletes (NBC News, June 11, 2019)
Why consumers continue to fall for 'magical' super foods like moringa (Men's Health, March 14, 2019)
Super Bowl ads speak more to women, female empowerment (FRANCE 24, Feb. 2, 2019)
D.C. is betting big on esports. What will it take to pay off? (WAMU Public Radio, Nov. 5, 2018)
Good for business? Nike gets political with Kaepernick ad (Associated Press, Sept. 4, 2018) 
Why Pepsi made 'Uncle Drew' into a movie (CNN Money, June 29, 2018)
Sponsors flee scandal-plagued USA Gymnastics; future cloudy (Associated Press, Jan. 25, 2018)
NHL, NHLPA Unveil 'Declaration of Principles' to Guide Hockey Culture (Sports Illustrated, Sept. 6, 2017)
People who are lonely are more likely to buy products that have faces on them (Quartz, Aug. 23, 2017)
Target makes big push into soccer marketing (Star Tribune, Jan. 19, 2017)
30 sponsorship executives discuss opportunities and trends headed into 2017 (The Sponsorship Space, Jan. 9, 2017)
Why voters don’t seem to forgive Clinton, while Trump gets a free pass (The Conversation, Nov. 2, 2016)
Twitter lands contract with NBA for original live programming (Los Angeles Times, July 19, 2016)
Super Bowl advertisers spend $5 million for 30 seconds: is there a better use for that cash? (The Conversation, Feb. 5, 2016)
27 experts share their thoughts on the rise of eSports and its future in 2016 (ESports Marketing Blog, Dec. 8, 2015)
No way? Charity's logo may influence perception of food in package (EurekAlert!)
Charity’s logo may influence perception of food in package​ (Around the O, Sept. 16, 2016)
Serena Williams is one of the most dominant athletes in any sport, but her paychecks don't show it (Mashable, Sept. 9, 2015)
After FIFA arrests, what's a corporate sponsor to do? (The Washington Post, May 27, 2015)
McDonald's wants to serve up a giant turnaround (Marketplace, May 4, 2015)
Beats used NFL draft to invade Bose's territory, but will it work? (Sporting News, May 1, 2015)
Dropping soft drinks from kids menus is good, but doesn't make a healthy meal (The Conversation, April 10, 2015)
Nike, Columbia Sportswear take retailing to another level -- their own (The Oregonian, Dec. 27, 2014)