- Allen G. Aaronson Department of Marketing & International Business
- (646) 312-3274
David Luna, PhD, is Professor and Chair of the Aaronson Department of Marketing and International Business. As Department Chair, he has led the development of graduate and undergraduate programs in marketing analytics and digital marketing, among other initiatives.
His main research interest is marketing communications—in particular, how culture and language influence the effectiveness of marketing messages, both online and using traditional media. Among his areas of focus is the exploration of the consumer behavior of U.S. Hispanic consumers. Other research interests include imagery processing, mental representation, and the role of automatic processes on judgment formation.
Dr. Luna’s work has been published in top academic journals, in several books, and in the proceedings of national and international conferences. He received his PhD in Marketing from University of Wisconsin, Milwaukee.
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.
Marketing Science Institute. Grant award for the project “Flow Experience in International Web Shopping.”