Introduction
David Alexander, PhD, teaches courses in the principles of marketing, product innovation and marketing, and marketing management. His teaching style is very hands-on, with a great deal of in-class discussion and projects. Alexander brings 17 years of marketing and consulting experience to the classroom, having led teams in the US, Europe and Asia and serving as CEO of audience relationship management software applications provider Broadcast1on1.com.
Alexander's research focuses on how consumers make hard decisions with a focus on new products and values-based products. He is currently studying people's adoption and initial usage of really new products, decisions on being prosocial consumers and reactions to transgressions by people and products in the marketplace. He focuses on how an abstract versus concrete mindset affects construal of different options and the emotions associated with difficult decisions.
Alexander's research has been published in the Journal of Marketing Research, Marketing Letters and more. His paper, "As Time Goes By: Do Cold Feet Follow Warm Intentions for Really-New vs. Incrementally-New Products?" received the 2009 Robert D. Buzzell Best Paper Award from the Marketing Science Institute. Alexander holds a BS in computer science from Tennessee Technological University, and an MBA and PhD in marketing from Duke University, where he was also a Fuqua Scholar.