Conservatives are more likely to buy luxury when they believe it can help them maintain their social position.
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Value innovation is the cornerstone of new market creation.
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David Dubois
INSEAD Associate Professor of Marketing
David Dubois holds a PhD in Marketing from Northwestern University's Kellogg School of Management. He was recently named a 2017 Young Scholar by the Marketing Science Institute, which recognises the most promising rising thinkers in the marketing field. Prior to joining INSEAD, he was a faculty member at HEC Paris, and has experience in the advertising industry.
David Dubois’ broad interests lie in status processes and luxury consumption, social influence, persuasion and word-of-mouth. A first body of work aims to uncover how status processes shed light on human feelings, thinking and behavior in both mature economies and emerging markets, and their implications for formulating effective luxury strategies. A second body of work focuses on understanding the key factors that govern the communication and reception of (a) mass messages (e.g., advertisements, political messages) and (b) interpersonal influences (e.g., viral messages). He has co-developed several cases on advertising and social media successes.
David Dubois’ work has appeared in top academic journals such as Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Psychological Science, Journal of Experimental Social Psychology, Social Psychological and Personality Science, and Harvard Business Review, and his work is regularly featured in The Financial Times, The Economist, the Wall Street Journal, Forbes, Bloomberg, CNN, NPR, Time Magazine, Huffington Post, and the Chicago Tribune, among others.
Read case studies by David here.
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