David Wooten

David Wooten is the Alfred L. Edwards Collegiate Professor of Marketing and a University Diversity and Social Transformation Professor at the Stephen M. Ross School of Business at the University of Michigan. He previously served on the faculties of the Columbia Business School, the University of Florida’s Warrington College of Business, and Cornell's Charles H. Dyson School of Applied Economics and Management.

David’s research uses social psychological and micro sociological theories and experimental and qualitative methods to understand how and why consumers acquire, display, or talk about the objects they buy for themselves or others. His publications include examinations of gift-giving and word of mouth behavior through the lens of self-presentation theory, as well as investigations of how racial and stigmatized identities impact consumer behavior. His work has been published in the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Public Policy and Marketing, Marketing Letters, Journal of the Association for Consumer Research, Consumer Psychology Review, Journal of Business Research, and in other academic journals and book chapters. His work on ridicule as a mechanism for consumer socialization was a finalist for the JCR best paper award in 2009 and his research on knowledge signaling in word-of-mouth communications (with Grant Packard) won the best competitive paper award at the 2011 SCP Conference.

David is currently Editor-in-Chief of the Journal of Consumer Psychology. He also has served as an associate editor for the Journal of Consumer Psychology; an editorial review board member for the Journal of Consumer Research, the Journal of Behavioral Decision Making, and the Journal of Sport Management; and a member of the scientific advisory committee for Consumer Psychology Review. He has co-chaired three major forums designed to facilitate the success of doctoral students -- the 2013 AMA-Sheth Doctoral Consortium, the 2009 ACR Doctoral Symposium, and the 2023 SCP Doctoral Symposium.

David has been recognized as a 2022 recipient of the Taylor & Francis/Routledge SMA Distinguished Scholar Award, a 2022 inductee into the PhD Project Hall of Fame, a 2015 recipient of AMA’s Williams-Qualls-Spratlen Multicultural Mentoring Award of Excellence, and a 2025 recipient of the Ross School of Business's Neary PhD Teaching Award.