Lisa Farman, Assistant Professor of Strategic Communication, wins top paper award


Contributed by Danae Lowman

Dr. Lisa Farman, Assistant Professor of Strategic Communication, was honored with a top paper award at the annual conference of the Association for Education in Journalism & Mass Communication (AEJMC), held in Toronto, August 7-10. Based on blind-peer-review scores for her research paper, she received the Advertising Division’s second top faculty research paper award, with a prize of $200. Farman’s research was also featured in the Advertising Division’s “Outstanding Papers” session. The abstract is included below:

 “This study explores consumer acceptance of mobile advertising, using a nationally representative sample of U.S. adults from the Simmons National Consumer Survey (N=19,657). Consistent with privacy calculus theory, willingness to make privacy trade-offs positively predicted acceptance of mobile advertising. However, desire for a specific trade-off (local deals) was a stronger predictor than a more general theoretical willingness to make privacy trade-offs. Privacy self-efficacy positively predicted mobile ad acceptance, while Internet use had a negative effect.”