Phone: +33 1 60 72 44 14
Status Consumption and Luxury Goods, Power, Social Influence, Persuasion, Word-of-mouth in a Digital World
Digital and Social Media Strategy, Digital Transformation, Value Creation through Digital Analytics, Building Digital Influence, Customer-Centricity, Agile Communication, Crisis Management, Luxury, Marketing Management, Brand-Building
David Dubois is an Associate Professor of Marketing at INSEAD and the co-director of the Leading Digital Marketing Strategy Programme. The core of David’s research and teaching intersects digital technologies, customer centricity and brand management. He helps professionals and organizations to (1) unlock value through digital analytics and insights, and agile communication strategies; and (2) successfully drive their digital transformation. He does this by focusing on how technologies create new customer behaviors and business practices. David is also an expert on how luxury and fashion brands should leverage status and style.
In recognition of his top publications, David was named 2017 Young Scholar by the Marketing Science Institute. He is also a passionate educator and builds many pedagogical tools to disseminate cutting-edge business practices around the world. His cases that are best sellers won the 2017 and 2018 best marketing case awards by the Case Center for his work on L'Oréal Paris’ big data strategy and the digital transformation at AccorHotels, respectively.
He accompanies a number of C-level executives in the digitalization of their businesses and is a Senior Academic Advisor at TSquared Insights, a leading company in digital analytics and insights generation.
David’s academic work on luxury consumption, social influence, power, persuasion, virality, and word-of-mouth has appeared in top journals such as Nature Communications, Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, Psychological Science, Journal of Experimental Social Psychology and Social Psychological and Personality Science. His work is regularly featured in outlets such as The Harvard Business Review, The Financial Times, The Economist, The Wall Street Journal, Forbes, Bloomberg, CNN, NPR, Time Magazine, among others. He is an editorial review board member of the Journal of Consumer Research and Recherche et Applications en Marketing.
David has designed, directed and delivered several executive education programs or workshops for companies such as Sanofi, Abbvie, Biogen, Grünenthal, Moët Henessy, Diageo Reserve, l'Oréal Paris, Pernod Ricard, Ferrero, Adecco, Mizuho, Nitto Denko etc. and teaches in several of INSEAD’s flagship executive education programs. He has also launched and teaches MBA electives on (1) Digital and Social Media Strategy and (2) Value Creation in Luxury and Fashion.
He holds a PhD in Marketing from the Kellogg School of Management at Northwestern University. Prior to joining INSEAD, he was a faculty member at HEC Paris and has experience in the advertising industry.
- Journal Articles - Ease of Retrieval Moderates the Effects of Power: Implications for the Replicability of Power Recall Effects - Social Cognition
- Journal Articles - Sharing with Friends Versus Strangers: How Interpersonal Closeness Influences Word-of-Mouth Valence - Journal of Marketing Research
- Journal Articles - Dynamics of Communicator and Audience Power: The Persuasiveness of Competence Versus Warmth - Journal of Consumer Research
- Journal Articles - Power and Morality - Current Opinion in Psychology
- Journal Articles - Social Class, Power, and Selfishness: When and Why Upper and Lower Class Individuals Behave Unethically - Journal of Personality and Social Psychology
- Case Studies - Ombre, Tie-Dye, Splat Hair: Trends or Fads? “Pull” and “Push” Social Media Strategies at L’Oréal Paris
- Journal Articles - Power gets the Job: Priming Power Improves Interview Outcomes - Journal of Experimental Social Psychology
- Journal Articles - Power and Consumer Behavior: Power Shapes Who and What we Value - Journal of Consumer Psychology
- Journal Articles - Super Size Me: Product Size as a Signal of Status - Journal of Consumer Research
- Journal Articles - Power and Choice: Their Dynamic Interplay in Quenching the Thirst for Personal Control - Psychological Science
- Journal Articles - Generous Paupers and Stingy Princes: Power Drives Spending on One'sSelf versus Others - Journal of Consumer Research
- Journal Articles - From Rumors to Facts, and Facts to Rumors: The Role of Certainty Decay in Consumer Communications - Journal of Marketing Research
- Journal Articles - The Accentuation Bias: Money Literally Looms Larger (and Sometimes Smaller) to the Powerless - Social Psychological and Personality Science
- Journal Articles - Brand Magic: Harry Potter Marketing - Harvard Business Review