David Luna
Professor David Luna
Faculty Director
David Luna is Associate Professor of Marketing at Baruch College (City University of New York). He holds a Ph.D. in Marketing from the University of Wisconsin-Milwaukee, an M.B.A. from Marquette University, and a B.A. in Philosophy and Business Administration from Lakeland College.
Dr. Luna has worked with the Canadian government in areas of language use in government communications. He has conducted seminars on language and multicultural consumer behavior in Mexico, Spain, and the U.S. He has also led executive courses in Taiwan, Singapore and the U.S, and participated in panel discussions on multicultural marketing.
Dr. Luna’s research spans a variety of topics and methodologies. He has investigated the role of language in communications with multicultural markets. He has also examined how marketing messages can be structured to maximize impact, and how consumers form brand judgments. Other areas of expertise include imagery processing, mental representation, and the role of automatic processes on judgment formation. The methods used in his research range from the qualitative (individual interviews and focus groups) to the quantitative (experiments and surveys).
Dr. Luna’s work has been published in academic journals like the Journal of Consumer Research, the Journal of Consumer Psychology, the Journal of the Academy of Marketing Science, and the Journal of Advertising, among others. Dr. Luna’s research has also been published in several books, including chapters in Brick and Mortar Shopping in the 21st Century; Diversity in Advertising; Online Consumer Psychology: Understanding and Influencing Behavior in the Virtual World; Psycholinguistic Phenomena in Marketing Communications, and Persuasive Imagery: A Consumer Response Perspective. His papers appear regularly in the proceedings of national and international conferences, like the Society for Consumer Research and the Association for Consumer Research proceedings.
