Faculty & Research

David Alexander

Assistant Professor of Marketing : Marketing Department

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David Alexander has a Ph.D. in marketing from Duke University, where he also earned his M.B.A., and a B.S. in computer science from Tennessee Technological University.

Dr. Alexander teaches graduate and undergraduate courses including New Products Management and Principles of Marketing. His teaching style is very hands-on, with a great deal of in-class discussion and projects.

His research specialties include consumer response to really new and values-based products, and the temporal effects in consumer adoption of those products. Dr. Alexander is currently studying how people make hard decisions - from  adopting a really new product to acting as a socially responsible consumer. He focuses on how an abstract vs. concrete mindset affects construal of different options and the emotions associated with difficult decisions.

For Dr. Alexander, sustainable living practices are the ultimate really new products because of the extreme benefits and extreme costs for the individual adopter. He is collaborating with the Net Impact chapter at the University of St. Thomas on a 10-year research and policy project called A Day in a (Un)Sustainable Life. Through the project, people are invited to take photos and capture their thoughts on what they see as best and worst examples of sustainable living practices around them.

His paper, "As Time Goes By: Do Cold Feet Follow Warm Intentions for Really-New vs. Incrementally-New Products?" was named best paper by the members of the Marketing Science Institute members in 2009.


Academic Background

B.S., computer science, Tennessee Technological University
M.B.A., Duke University, Durham, NC
Ph.D., marketing, Duke University

Research Specialties

  • Consumer response to really new products
  • Temporal effects in consumer adoption of new products 
  • Sustainable consumption by consumers

Current Research

  • “Try it, You’ll Like it! The Downside of Positive Word of Mouth” with Sarah G. Moore
  • “The Effect of an Abstract vs. Concrete Mindset on Coping Behavior in Negative Emotion-laden Trade-offs” with John J. Sailors 

See David Alexander talk about his research on sustainable consumption in a short video, part of the Ahead of the Curve series »

Major Works

Significant Scholarly Honors

  • Robert D. Buzzell Marketing Science Institute Best Paper Award, 2009
  • Doctoral Fellowship, Duke University, 2002-2007
  • Fuqua Scholar, Duke University 1995