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David Luna
Associate 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:
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.
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), "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 and Laura A. Peracchio (2001), "Moderators of Language Effects in Advertising to Bilinguals: A Psycholinguistic Approach," Journal of Consumer Research, 28 (September) 284-295.
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."