David Luna

David Luna, PhD, is Professor and Chair of the Aaronson Department of Marketing and International Business at Baruch College (City University of New York). His main research interest is marketing communications. In particular, he has investigated how culture and language influence the effectiveness of marketing messages, both online and using traditional media. He has studied the consumer behavior of U.S. Hispanic consumers. Other interests include imagery processing, mental representation, and the role of automatic processes on judgment formation. His work has been published in top academic journals, in several books, and in the proceedings of national and international conferences. As Department Chair, he has led the development of graduate and undergraduate programs in Marketing Analytics and Digital Marketing, among other initiatives.