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Derick F. Davis

Assistant Professor of Commerce
Ph.D., Marketing, Virginia Tech
M.B.A., Boise State University
B.S., Industrial Engineering, Kettering University (formerly General Motors Institute)
Areas of Expertise: 
Consumer behavior/psychology
Pricing and promotion effects
Effects of language on consumer judgments
Professional Activities: 

Professor Davis’ research interests include the psychological underpinnings of consumer behavior; pricing and promotion effects; as well as the effects of alliteration, homophones, and other aspects of language on consumer judgments.

Professor Davis joined McIntire in 2016. Previously, he was an Assistant Professor of Marketing at the University of Miami (Florida), where he taught "Principles of Marketing" at the undergraduate and graduate levels. Davis recently received the American Marketing Association’s Retail and Pricing SIG Emerging Scholar Award. The Marketing Science Institute named Davis a Young Scholar in 2019. Before his graduate work at Virginia Tech, Davis worked as a Category Analyst at Advantage Sales & Marketing. He also worked as an engineer in the automotive and pharmaceutical industries. His research as appeared in Journal of Consumer Research; Journal of Marketing ResearchJournal of RetailingCurrent Opinion in Psychology; and Judgment and Decision Making.

Selected Publications:

“How Evaluations of Multiple Percentage Price Changes are Influenced by Presentation Mode and Percentage Ordering: The Role of Anchoring and Surprise,” Journal of Marketing Research, 2018 ( with R. Bagchi). 

“The Price of Not Putting a Price on Love,” Judgment and Decision Making, 2016 (with A.P. McGraw, S. Scott, and P. E. Tetlock).

“Alliteration Alters: Phonetic Overlap in Promotional Messages Influences Evaluations and Choice,” Journal of Retailing, 2015 (with R. Bagchi and L. G. Block).

“From Bye to Buy: Homophones as a Phonological Route to Priming,” Journal of Consumer Research, 2014 (with P. M. Herr).

“$29 for 70 Items or 70 Items for $29: How Presentation Order Affects Package Perceptions,” Journal of Consumer Research, 2012 (with R. Bagchi).

“Affective Influences on Evaluative Processing,” Journal of Consumer Research, 2012 (with P. M. Herr, C. M. Page, and B. E. Pfeiffer).