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.

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.

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, 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