Barbara Lafferty

Barbara Lafferty

Associate Professor
Room: BSN 3223
Phone: (813) 974-5998
Fax: (813) 974-6175

Barbara Lafferty, Associate Professor, has taught Basic Marketing, Promotion Management, MBA Promotion Management and MBA Sustainable Marketing.

Lafferty's research in cause-related marketing has helped establish her as one of this area's foundational researchers. She has published articles in Journal of Advertising, Journal of Business Research, Psychology & Marketing and European Journal of Marketing among others. She was awarded the Outstanding Paper in a Track five times from the Society for Marketing Advances and the Steven J. Shaw Award for Best Paper. Her research has been cited over 1500 times in peer-reviewed journals nationally and internationally. She serves on editorial review boards and as ad hoc reviewer for eight major marketing journals; is in Who's Who in Business Higher Education and has been nominated for best researcher in the college of business at USF in 2003 and 2004.

Lafferty received a BA from The Ohio State University, MS from University of Illinois, and PhD from Florida State University. Work experience includes: corporate communications for General Motors, advertising/PR for Flournoy and Gibbs, and sales for Reams and Susquehanna Broadcasting.


Recent Research

Future research goals

To explore ways to motivate greater consumer consciousness with respect to how we live our lives. We are at the threshold of a new paradigm in the field of marketing. The old model will not survive as we move into a future that places an emphasis on conservation and renewable resources instead of disposability and consumption without regard to the consequences.