Daniel Villanova

Daniel Villanova is an Assistant Professor and Doctoral Program Director at the Walton College of Business, University of Arkansas, where he teaches consumer behavior in undergraduate and doctoral programs. His research bridges behavioral economics, psychological science, and marketing strategy, focusing on how consumers process numerical information, identity-driven product interactions, and social media dynamics.

• Ph.D. in Marketing, Virginia Tech
• B.S.B.A. in Marketing and Management, Appalachian State University

His work examines numerical cognition in financial decisions (e.g., debt framing), product valuation through self-identity lenses, and social media behavior linked to brand perceptions. Recent publications analyze pandemic communication biases, carbon emission disclosures, and spontaneous anchoring effects.

Daniel’s 2023-2024 articles reveal trends in behavioral finance, sustainable consumption, and digital marketing. His research often integrates experimental psychology and statistical modeling.

• 2024 AACSRE Fellow
• 2024 Walton College Rising Scholar Excellence in Research Award
• 2024 Faculty Applause Award

He contributes to journals like the Journal of Consumer Research, Journal of Marketing, and Medical Decision Making, with co-authored studies on retailer communications, pandemic messaging, and social media ethics.