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.