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David Luna

Professor of Marketing

Professor of Marketing

pdf Curriculum Vitae


BA Lakeland College 1992
MBA Marquette University 1995
PhD University of Wisconsin-Milwaukee 1999

Areas of Expertise:

Language in marketing communications; advertising to bilingual consumers; consumer information processing; culture and marketing.

Selected Publications:

Luna, David, Marina Carnevale, and Dawn Lerman (2013), “Does Brand Spelling Influence Memory? The Case of Auditorily Presented Brand Names,” Journal of Consumer Psychology, 23 (1), 36-48.

Shrum, L.J., Tina Lowrey, David Luna, Dawn Lerman, and Min Liu (2012), “Sound Symbolism Effects Across Languages: Implications for Global Brand Names,” International Journal of Research in Marketing, 29, 275-279.

Carroll, William, and David Luna (2011), “The Influence of Language Accessibility on Bilingual Advertising,” Journal of Advertising, 40 (3), 73-84.

Czellar, Sandor, and David Luna (2010), “The Effect of Expertise on the Relation between Implicit and Explicit Attitude Measures: An Information Availability/Accessibility Perspective,” Journal of Consumer Psychology, 20 (3), 259-273.

Luna, David, and Hyeong Min Kim (2009), “How much was your shopping basket? Working memory processes in total basket price estimation,” Journal of Consumer Psychology, 19, 346-355.

Luna, David, Torsten Ringberg, and Laura A. Peracchio (2008), “One Individual, Two Identities: Frame-Switching Among Biculturals,” Journal of Consumer Research, 35 (August), 279-293.

Peracchio, Laura A., and David Luna (2006), “The Role of Thin Slice Judgments in Consumer Psychology,” Journal of Consumer Psychology, 16 (1), 25-32.

Professional Activities:

Co-Chair, Society for Consumer Psychology conference, Las Vegas, 2007.

Co-Chair, Latin-American Association for Consumer Research conference, Monterrey, MX, 2006.

Awards, Honors, etc.:

Marketing Science Institute. Grant award for the project "Flow Experience in International Web Shopping."

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