David DeFranza

Ph.D. Candidate, Business Administration (Marketing)

University of Utah

I am a Ph.D. candidate at the University of Utah. My research is focused on the translation of social science theory to marketing problems using machine learning and econometric methods. My main interest is in examining language as it relates to the perpetuation and influence of consumer stereotypes, cross-cultural marketing, word-of-mouth and social media, branding, and marketing communications.

A brief summary of my experience is provided below. For more details, please download my CV.

Publications

ORCID | Google Scholar

• DeFranza, David, Mike Lindow, Kevin Harrison, Arul Mishra, & Himanshu Mishra (2020). Religion and reactance to COVID-19 mitigation guidelines. American Psychologist. Advance online publication. https://doi.org/10.1037/amp0000717
• Read the pre-print of this article.
• DeFranza, David, Himanshu Mishra, & Arul Mishra (2020). How language shapes prejudice against women: An examination across 45 world languages. Journal of Personality and Social Psychology, 119(1), 7–22. https://doi.org/10.1037/pspa0000188
• Read the tutorial for the method used in this paper.
• Read the pre-print of this article.

Manuscripts Under Review

• DeFranza, David, Arul Mishra, & Himanshu Mishra. The influence of language on attitudes toward brands. Invited revision at Journal of Consumer Research.
• DeFranza, David, & Promothesh Chatterjee. Consumers' construal of market events: Evidence from Twitter. Under review at Marketing Science.

Manuscripts in Preparation

• DeFranza,David, Pronobesh Banerjee, & Promothesh Chatterjee. Review polarity across cultures. Preparing for Journal of Marketing Research.

Peer-Reviewed Conference Proceedings

• Lindow, Mike, David DeFranza, Arul Mishra, & Himanshu Mishra (2021). Partisanship and fear are associated with resistance to COVID-19 directives. In Proceedings of the Eleventh Workshop on Computational Approaches to Subjectivity, Sentiment, and Social Media Analysis (WASSA). European Association of Computational Linguistics.

Other Publications

• Stanko, Michael, William Rand, & David DeFranza (2017). Search engine optimization: Note for marketing managers (updated). Ivey Publishing.

Recent Conference Participation

• DeFranza, David, Arul Mishra, & Himanshu Mishra. The influence of language on attitudes toward brands. AMA Summer Academic Conference. Virtual. August 4-6, 2021.
• DeFranza, David, Mike Lindow, Kevin Harrison, Arul Mishra, & Himanshu Mishra. Religion and reactance to COVID-19 mitigation guidelines. 3i COVID-19 Symposium, University of Utah Health. Virtual. June 4, 2021.
• DeFranza, David, Pronobesh Banerjee, & Promothesh Chatterjee. The influence of culture and dialectical reasoning on Amazon product reviews. ISMS Marketing Science Conference. Virtual. June 3-5, 2021.
• DeFranza, David, Arul Mishra, & Himanshu Mishra. Assessing attitudes toward brands across languages. INFORMS Business Analytics Conference. Virtual. April 12-14, 2021.
• DeFranza, David, Arul Mishra, & Himanshu Mishra. How language influences attitudes toward brands. 4th Workshop on NLP and CSS at the 2020 Conference on Empirical Methods in Natural Language Processing. Virtual. November 20, 2020.
• DeFranza, David, Mike Lindow, Kevin Harrison, Arul Mishra, & Himanshu Mishra. Religion and reactance to COVID-19 mitigation guidelines. 3i COVID-19 Flash Talks, University of Utah Health. Salt Lake City, Utah (Virtual). October 2, 2020.
• DeFranza, David, & Promothesh Chatterjee. The moderating effect of temporal borders on consumers’ construal of market events: Evidence from Twitter. Society for Consumer Psychology. Huntington Beach, California. March 5-7, 2020.
• DeFranza, David, Himanshu Mishra, & Arul Mishra. Extracting and analyzing psychological constructs from text data: The example of gender prejudice across languages. Marketing Analytics Symposium. Sydney, Australia. February 3-4, 2020.
• DeFranza, David, Arul Mishra, & Himanshu Mishra. How language shapes bias against women: A study of implicit gender bias in 45 world languages. ISMS Marketing Science Conference. Rome, Italy. June 20-29, 2019.

Teaching

• MKTG 4770: Consumer Insights and Analytics (Fall 2020; University of Utah)

Education

• 2022 (expected), Ph.D., Business Administration (Marketing), David Eccles School of Business, University of Utah
• 2015, M.B.A., Poole College of Management, North Carolina State University
• 2015, M.A., Technology and Communication, Hussman School of Journalism and Media, University of North Carolina at Chapel Hill
• 2005, B.A., History, University of New Hampshire

Professional Experience

• 2015-2017, Director, Optimization Strategy, Brooks Bell. Raleigh, NC
• 2013-2015, Senior Content Strategist, Brooks Bell. Raleigh, NC
• 2013, Marketing Communications Specialist, JMP Division, SAS Institute. Cary, NC
• 2008-2012, Assistant Editor, Web Producer, Discovery Communications. Silver Spring, MD
• 2007-2008, Content Producer, Mahalo.com. Santa Monica, CA
• 2005-2006, English Instructor, NOVA Eikaiwa Language School. Osaka, Japan