David Wooten

David Wooten is the Alfred L. Edwards Collegiate Professor of Marketing and a University Diversity and Social Transformation Professor at the University of Michigan’s Stephen M. Ross School of Business. He holds a PhD (1992), MBA (1987), and BBA (1985) from the University of Michigan and Georgia State University, respectively. His research explores consumer behavior through social psychology and micro-sociological theories, focusing on gift-giving, word-of-mouth, and the impact of racial/stigmatized identities on marketplace dynamics. He has published extensively in journals like Journal of Consumer Research and served as Editor-in-Chief of the Journal of Consumer Psychology. Notable awards include the 2022 Taylor & Francis Distinguished Scholar Award and the 2015 AMA Multicultural Mentoring Award.

Wooten’s work bridges theory and practice, addressing topics such as racial identity in consumer research, the presenter’s paradox in service interactions, and the role of ambient lighting in prosocial behaviors. He has led editorial roles and mentored doctoral students through forums like the AMA-Sheth Doctoral Consortium (2013) and SCP Doctoral Symposium (2023). His research also emphasizes equity and social transformation, advocating for inclusive consumer research frameworks.