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.

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.)