David Luna (Ph.D., MBA) is a Professor of Marketing at the University of Central Florida. His main research interest is language in marketing communications. He has investigated how culture and language influence the effectiveness of marketing messages, both online and in traditional media. He is currently working in several projects studying human-machine interactions in the context of chatbots, intelligent assistants, and robots. David has published a number of articles about the consumer behavior of US Hispanics. Other interests include imagery processing, mental representation, and the role of automatic processes in judgment formation.

David’s research employs a variety of methods, including experimental design and analysis, online surveys, and semi-structured in-depth interviews. He has also conducted research with tools like the Implicit Association Test (IAT) and Lexical Decision Tasks to detect automatic/unconscious effects in marketing.

His work has been published in journals like the Journal of Consumer Research, the Journal of Consumer Psychology, the Journal of the Academy of Marketing Science, the International Journal of Research in Marketing, Journal of Business Research and the Journal of Advertising, among others. His research has also been published in several books and appears regularly in the proceedings of the Society for Consumer Research and the Association for Consumer Research conferences. He recently published a co-authored book, The Language of Consumers.

David serves on the editorial review board of the Journal of Consumer Psychology and the Journal of Advertising. He has also been a member of the Board of Directors of the Advertising Educational Foundation (AEF). Prior to joining UCF, he was the Chair of the Department of Marketing and International Business at Baruch College (CUNY).

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