David Luna

Dr. David Luna is a Professor of Marketing at the University of Central Florida's College of Business. His research explores how language and culture influence consumer behavior and marketing communication effectiveness.

Education:

• Ph.D. in Marketing/Consumer Behavior
• MBA

Research interests span language processing in marketing communications, cross-cultural consumer psychology, human-machine interactions with chatbots, and bilingual consumer behavior. His work examines linguistic mechanisms underlying persuasion and decision-making.

Recent publications investigate linguistic markers in chatbot interactions, grammatical influences on persuasion, ethnic identity motivations, and multisensory brand experiences. His research consistently bridges theoretical linguistics with practical marketing applications.