Dr. Alexander Pfeuffer

Assistant Professor of Advertising, Advertising and Public Relations

About: Dr. Pfeuffer teaches strategic communication research and management. His research interests include the psychology of advertising effects and native advertising regulation.

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Education

Ph.D., Mass Communication, University of Minnesota
M.C.M., Communication Management, University of Southern California
B.A., Communication, George Mason University

Research Interests and Activities

Dr. Pfeuffer’s research takes a social psychological approach to the examination of advertising effects. His work is at the nexus of online advertising, consumer behavior, and consumer protection and explores the effects and mechanisms of native and covert online advertising formats. Recently, he has focused on the effects of sponsorship disclosure in electronic word-of-mouth communication. He has presented his research at national and international conferences.

Stranger Danger? Cue-based Trust in Online Consumer Product Review Videos. Alexander Pfeuffer and Joe Phua

Abstract: Trust is a significant factor in electronic word-of-mouth (eWOM) effects. Online, consumers often need to form judgments about others using heuristic cues when they cannot rely on previous cumulative experiences with an online entity. Drawing on the theoretical construct of cue-based trust and signaling theory, this study aimed to identify and examine the efficacy […]

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The Effect of Sponsorship Disclosure in YouTube Product Reviews. Alexander Pfeuffer

Abstract: Facing the rising trend of sponsored product reviews posted on social media, government regulatory agencies have published industry guidelines requiring disclosure of sponsorship in social media product reviews. However, research about the effects of online product review sponsorship disclosures, especially in the social media context, is still limited. To address this problem, the current […]

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Effects of Different Sponsorship Disclosure Message Types on Consumers’ Trust and Attitudes Alexander Pfeuffer

Abstract: Addressing the problem of increasing sponsored eWOM and diverse and confusing disclosure practices, this study examined the effects of different types of sponsorship disclosure messages on (1) consumers’ trust in the sponsored product reviewer and (2) attitudes toward the reviewer and the sponsoring brand. An online experiment revealed several key effects of sponsorship disclosure […]

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Effects of Different Sponsorship Disclosure Message Types on Consumers’ Trust and Attitudes toward Sponsored eWOM Alexander Pfeuffer

Abstract: Addressing the problem of increasing and diversifying sponsored eWOM on social media, this study examined the effects of different types of sponsorship arrangements and disclosure messages, with focus on (1) consumers’ perceived trust in the sponsored content creator and (2) attitudes toward the content creator and the sponsoring brand. An online experiment revealed interesting […]

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Teaching Specialties

His primary teaching interests include research methodology, mass communication theory, and communication management.

Awards and Fellowships

• He was the recipient of the 2017 Ralph D. Casey Dissertation Award (University of Minnesota.)

In the News

Brands gain or lose trust from consumers based on transparency and type of sponsorship agreement with online reviewers

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