- Area(s) of Expertise
- Research Area(s)
Biography
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.
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.
- College
- College of Business
- Department
- Marketing
