William Ding

William Ding is an Assistant Professor in the Marketing Department at Southern Connecticut State University. He holds a Ph.D. in Marketing from Washington State University's Carson College of Business and an M.S. in Statistics from the College of Arts and Sciences. Dr. Ding teaches graduate and undergraduate courses, including Advertising and Promotional Strategy, Consumer Behavior, Social Media Marketing, and advanced analytics courses like Quantitative Research in Marketing and Digital Marketing Analytics.

• Ph.D. in Marketing, Carson College of Business, Washington State University
• M.S. in Statistics, College of Arts and Sciences, Washington State University

Research Interests: Dr. Ding investigates consumer behavior in areas such as financial decision-making, materialism, political identity, and gift-giving. His work bridges psychological theory with practical marketing insights, focusing on how cultural, emotional, and pricing factors influence consumer choices. Recent studies explore politicized brands, conspicuous gifting, and materialism's impact on social spending.

Publications: His research appears in high-impact journals like the Journal of the Association for Consumer Research, Journal of Public Policy & Marketing, and Journal of Experimental Social Psychology. He has also contributed to conference proceedings at events such as the Association for Consumer Research Annual Conference and the Robert Mittelstaedt Doctoral Symposium.

• 2022: Journal of the Association for Consumer Research - Politicized brands and gift appreciation
• 2021: Journal of Public Policy & Marketing - Political polarization and consumer welfare
• 2020: Journal of Experimental Social Psychology - Conspicuous gifting

Grants & Teaching: Dr. Ding has received multiple grants from Southern Connecticut State University and the MBA program to study consumer financial decision-making and pricing design. He was nominated for the J. Philip Smith Outstanding Teaching Award in 2021, highlighting his dedication to enhancing marketing education through analytics-focused courses.