Dr. Alexander Pfeuffer
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.
Abstract: Brand Studios have become ubiquitous in news outlets across the United States. Situated in news organizations with the attention of audiences that brands hope to reach, these in-house creative studios […]
Read MoreAlex Pfeuffer, assistant professor of advertising, and Joe Phua, associate professor of advertising, were awarded a AAA Research Fellowship Award for a 3-year research project studying vlogs and trust cues […]
Read MorePanel proposal accepted for the Association for Education in Journalism and Mass Communication (AEJMC) annual conference, August 2022. Panelists: Alexander Pfeuffer, Ava Sirrah, Columbia University (PhD candidate).
Read MoreA multi-method study (Study 1: Focus groups; Study 2: Survey; Study 3: Online experiment) will examine user-generated COVID-19 vaccine information in social media-based vlogs to (1) identify eWOM content attributes […]
Read MoreAbstract: Getting to Yes is a collaboration with The Tri-County Rural Health Network, UMAS, GSU, and UGA. The overall goal of this work will be to understand the drivers of the […]
Read MoreAbstract: Trust is a significant factor in electronic word-of-mouth (eWOM) effects. Consumers often need to form judgments about others using heuristic cues when they cannot rely on previous cumulative experiences with […]
Read MoreAbstract: Online, consumers often cannot develop trust through cumulative experiences with another party but must instead rely on heuristic cues for their trust formation. Drawing on the theoretical construct of […]
Read MoreAbstract: Forest certification has emerged as a market-based tool to safeguard the sustainability of the world’s forests. Since media can shape public opinion, this study examines media treatment of forest […]
Read MoreAbstract: 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 […]
Read MoreAbstract: 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, […]
Read MoreAbstract: 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 […]
Read MoreAbstract: 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 […]
Read MoreTeaching 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.)
