David DeFranza

Ph.D. Candidate, Business Administration (Marketing)

University of Utah

I am currently pursuing a Ph.D. in business administration with a concentration in computational marketing at the University of Utah in Salt Lake City. Prior to joining the University of Utah, I worked in marketing communications, product marketing, and marketing analytics for 10 years.

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


ORCID iD iconORCID | Google Scholar

Peer-Reviewed Conference Proceedings

Other Publications

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, 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.


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


  • 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