David Wooten

David B. Wooten


389A Statler Hall



  • Doctorate University of Michigan, Stephen M. Ross School of Business, 1992
  • MBA University of Michigan, Stephen M. Ross School of Business, 1987
  • BBA Georgia State University, J. Mack Robinson College of Business, 1985

David Wooten is the associate dean for diversity and inclusion and chief diversity officer for the Cornell SC Johnson College of Business. He is also a professor of marketing at Cornell’s Charles H. Dyson School of Applied Economics and Management.

Wooten previously served on the faculties of the University of Michigan’s Ross School of Business, the University of Florida’s Warrington College of Business, and the Columbia Business School.

Research Focus

Wooten’s research focuses on social influences on consumer behavior, self-presentation in the marketplace, word-of-mouth communications, and consumer competition. His research has been published in the Journal of Consumer Research, the Journal of Consumer Psychology, the Journal of Public Policy and Marketing, and other academic journals and book chapters.

His paper on ridicule as a mechanism for consumer socialization was a finalist for the Journal of Consumer Research best paper award in 2009, and his paper (with Grant Packard) on knowledge signaling in consumer word-of-mouth won the best competitive paper award at the 2011 Society for Consumer Psychology Conference.

Wooten is an associate editor of research reports for the Journal of Consumer Psychology and an editorial review board member for the Journal of Consumer Research and the Journal of Sport Management.

Selected Publications

Journal Publications