Favorites ()
Apply

David Alexander

Associate Professor

  • Education
  • B.S., Computer Science, Tennessee Technological University 
    M.B.A., Master of Business Administration, Duke University - Fuqua School of Business 
    Ph.D., Marketing, Duke University - Fuqua School of Business
  • Research Interests
  • How consumers make hard decisions with a focus on new products and values-based products.

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.


  • Alexander, D. L., & Al-Khatib, J. A. (forthcoming). Business culture's influence on managers' ethical ideologies and judgment: A multi-country study. Journal of Global Marketing,
  • Alexander, D. L., & Stadler Blank, A. (2018). Besting the status quo: The effect of abstract versus concrete mindsets on emotional trade-off difficulty and avoidant coping behavior. Marketing Letters, (29)(3), pp. 351-362
  • Alexander, D. L., Sackett, A. M. (2013). If only I had the time! The impact of time salience on consumers' evaluations of product offers. Journal of Consumer Behaviour, (12), pp. 382-388
  • Alexander, D. L., Sailors, J. J., Al-Khatib, J. A., & Al-Habib, M. I. (2012). The effect of near-vs-distant-future mindsets on socially responsible investors' mutual fund preferences. Journal of Financial Services Marketing, (17)(1), pp. 67-79
  • Alexander, D. L., Lynch Jr., J. G., & Wang, Q. (2008). As time goes by: Do cold feet follow warm intentions for really-new vs. incrementally-new products?. Journal of Marketing Research, (45), pp. 307-319

  • Doctoral Fellow. 2002-2007, Teradata Center for Customer Relationship Management at Duke University, 2007
  • Doctoral Fellowship. 2002-2007, Duke University, 2007
  • Fuqua Scholar, Duke University, 1995
  • Robert D. Buzzell Marketing Science Institute Best Paper Award, Marketing Science Institute, 2009

  • ACR - Association for Consumer Research, Reviewer
  • International Journal of Bank Marketing, Reviewer
  • Journal of Consumer Behavior, Reviewer
  • Journal of Consumer Psychology, Reviewer
  • Journal of Consumer Research, Reviewer
  • Journal of Creative Behavior, Reviewer
  • Journal of Marketing, Reviewer
  • Marketing Letters, Reviewer
  • National Science Foundation, Reviewer
  • Social Sciences and Humanities Research Council of Canada, Reviewer
  • AMA - American Marketing Association
  • Association for Consumer Research
  • Product Development & Management Association
  • Society for Consumer Psychology

  • Associate Professor, University of St. Thomas - Opus College of Business, Saint Paul / Minneapolis (2014 - present)
  • Assistant Professor, University of St. Thomas - Opus College of Business, St. Paul / Mpls (2007 - 2014)
  • Principal, Hedge Associates, Alexandria (2001 - 2002)
  • Chairman and Chief Executive Officer, Broadcast 1 on 1.com Inc, Alexandria (1999 - 2001)
  • Senior Manager, Product Planning and Product Marketing, MicroStrategy Inc., Vienna (1995 - 1999)
  • Vice President and Chief Technology Officer, Savannah River Associates, Dumfries (1992 - 1993)
  • Product Manager, PRC Incorporated, McLean (1985 - 1993)
  • Consultant, Geodynamics Corporation, Springfield (1987 - 1988)