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Lancendorfer study goes mobile

July 3, 2006

KALAMAZOO--Dr. Karen M. Lancendorfer, assistant professor of marketing at Western Michigan University, has won a WMU Faculty Research and Creative Activities Support Fund grant to collect data this summer in South Korea.

Lancendorfer is collaborating with Dr. Byoungkwan Lee, assistant professor in the Department of Advertising at Hanyang University. Lancendorfer's research will explore the effectiveness of advertising on mobile devices, and consumers' perceptions of such advertising. Mobile commerce, which is known as m-commerce and has emerged as a new type of e-commerce transaction, refers to any transaction with monetary value that is conducted through mobile devices using wireless telecommunications networks.

Lancendorfer's research interests focus on political marketing and the development of consumer attitudes and behavior, with emphasis on advertising effects. Her work has appeared in such publications as the Harvard International Journal of Press/Politics, Journal of Information Technology and Asian Journal of Communication.

Prior to her academic career, Lancendorfer spent 18 years in corporate advertising and marketing. She serves as the associate editor for the Journal of Interactive Advertising, an online refereed journal designed to promote understanding of interactive advertising, marketing and communication in a changing world.

Media contact: Jeanne Baron, 269 387-8400, jeanne.baron@wmich.edu

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