David Luna
Professor of Marketing
646-312-3274
David.Luna@baruch.cuny.edu
Education:
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:
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.
Ringberg, Torsten, David Luna, Markus Reihlen, and Laura A. Peracchio (2010), “Bicultural-Bilinguals: The Effect of Cultural Frame Switching on Translation Equivalence,” International Journal Of Cross-Cultural Management, 10 (1), 77-92
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.
Lerman, Dawn, Rachel Maldonado, and David Luna (2009), “A Theory-Based Measure of Acculturation: The Shortened Cultural Life-Style Inventory,” Journal of Business Research, 62, 399-406.
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.
Galguera, Laura, David Luna, and M. Paz Méndez (2006), “Predictive Segmentation Across Cultures: Using CHAID to Segment Loyalty Card Holders,” International Journal of Market Research, 48 (4), 459-479.
Peracchio, Laura A., and David Luna (2006), “The Role of Thin Slice Judgments in Consumer Psychology,” Journal of Consumer Psychology, 16 (1), 25-32.
Luna, David, Dawn Lerman, and Laura A. Peracchio (2005), “Structural Constraints in Codeswitched Advertising,” Journal of Consumer Research, 32 (3), 416-423.
Luna, David, and Laura A. Peracchio (2005), “Sociolinguistic Effects on Code-Switched Ads Targeting Bilingual Consumers,” Journal of Advertising, 34 (2), 43-56. Finalist, 2005 Best Article Award for the Journal of Advertising.
Luna, David and Laura A. Peracchio (2005), “Advertising to Bilingual Consumers: The Impact of Code-Switching and Language Schemas on Persuasion,” Journal of Consumer Research, 31 (4), 760-765.
Luna, David (2005), “Integrating Ad Information: A Text Processing Perspective,” Journal of Consumer Psychology, 15 (1), 38-51.
Larsen, Val, David Luna, and Laura A. Peracchio (2004), “Points of View and Pieces of Time: A Taxonomy of Image Attributes,” Journal of Consumer Research, 31 (1), 102-112.
Luna, David, Laura A. Peracchio and María D. de Juan (2003), “The Impact of Language and Congruity on Persuasion in Multicultural E-Marketing,” Journal of Consumer Psychology, 13 (1&2), 41-50.
Luna, David, Laura A. Peracchio and María D. de Juan (2002), “Cross-Cultural and Cognitive Aspects of Web Site Navigation,” Journal of the Academy of Marketing Science, 30 (4), 397-410.
Luna, David and Laura A. Peracchio (2002), “Uncovering the Cognitive Duality of Bilinguals Through Word Association,” Psychology and Marketing, 19 (6), 457-476.
Luna, David and Laura Peracchio (2002), “Where There Is A Will…”: Motivation As A Moderator Of Language Processing By Bilingual Consumers,” Psychology and Marketing, 19 (7-8), 573-594.
Luna, David and Laura A. Peracchio (2001), “Moderators of Language Effects in Advertising to Bilinguals: A Psycholinguistic Approach,” Journal of Consumer Research, 28 (September) 284-295.
Luna, David and Susan Forquer Gupta (2001), “An Integrative Framework for Cross-Cultural Consumer Behavior,” International Marketing Review, 18 (1), 45-69. Journal’s most downloaded article as of October 2008 (17,509 downloads).
Peracchio, Laura A. and David Luna (1998), “The Development of an Advertising Campaign to Discourage Smoking Initiation Among Children and Youth,” Journal of Advertising, 27 (3), 49-56.
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."
