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Dr. Lafferty’s research interests are primarily in the broad areas of attitude formation, persuasion, and consumer decision-making. More specifically, she is interested in corporate reputation/credibility and its influence on consumers’ attitudes; the effectiveness of cause-brand alliances and this strategy’s impact on attitudes and purchase intentions; and source credibility’s role in persuasion and attitude formation. Dr. Lafferty is an active researcher and writer and her articles have appeared in the Journal of Advertising, Journal of Business Research, Psychology & Marketing, European Journal of Marketing, Corporate Reputation Review, Journal of Global Marketing, Journal of Marketing Theory and Practice, Journal of Brand Management, Psychological Reports, and the Journal of the Academy of Business Administration. She also has numerous marketing conference proceedings and has been awarded the Outstanding Paper in a Track four times from the Society for Marketing Advances (SMA) and the Steven J. Shaw Award for Best Paper at the 1997 SMA Conference.
Dr. Lafferty is a member of the American Marketing Association, the Association for Consumer Research, Society for Consumer Psychology, the Society for Marketing Advances, and the Academy of Marketing Science. She is a member of Beta Gamma Sigma and serves as ad hoc reviewer for 10 peer-reviewed journals including Journal of Marketing, Journal of Business Research, and Journal of Advertising.