Derick F. Davis

Assistant Professor of Commerce
Marketing
Education: 
Ph.D., Marketing, Virginia Tech
M.B.A., Boise State University
B.S., Industrial Engineering, Kettering University (formerly General Motors Institute)
Areas of Expertise: 
Marketing
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. Professor Davis recently received the American Marketing Association’s Retail and Pricing SIG Emerging Scholar Award. Before his graduate work at Virginia Tech, Professor 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 Retailing; Current 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).

Recent news about Derick F. Davis:
With the holiday season in full swing, McIntire Professor Derick Davis shares insights from his consumer behavior research and the psychology behind making gift purchases. His findings shed light on some of the factors that may affect our buying habits—and... Read more
As part of a select list of the best young marketing academics in the world, McIntire Marketing Professors Derick Davis and Irina Kozlenkova have been named 2019 Young Scholars by the Marketing Science Institute. Read more