Rate My Professor David Wooten

David Wooten is the Alfred L. Edwards Collegiate Professor of Marketing and a University Diversity and Social Transformation Professor at the Stephen M. Ross School of Business at the University of Michigan. He previously served on the faculties of the Columbia Business School, the University of Florida’s Warrington College of Business, and Cornell's Charles H. Dyson School of Applied Economics and Management. Wooten earned a PhD in 1992, an MBA with distinction in 1987 from the University of Michigan Stephen M. Ross School of Business, and a BBA from Georgia State University in 1985. His research employs social psychological and micro sociological theories along with experimental and qualitative methods to examine how and why consumers acquire, display, or discuss objects purchased for themselves or others. Publications include studies of gift-giving and word-of-mouth behavior through self-presentation theory, as well as investigations into how racial and stigmatized identities influence consumer behavior. His work appears in the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Public Policy and Marketing, Marketing Letters, Journal of the Association for Consumer Research, Consumer Psychology Review, Journal of Business Research, and other academic journals and book chapters. Notable contributions include research on ridicule as a mechanism for consumer socialization, which was a finalist for the Journal of Consumer Research best paper award in 2009, and work on knowledge signaling in word-of-mouth communications that received the best competitive paper award at the 2011 Society for Consumer Psychology Conference.

Wooten serves as Editor-in-Chief of the Journal of Consumer Psychology and has held associate editor and editorial review board positions for multiple journals. He has co-chaired the 2013 AMA-Sheth Doctoral Consortium, the 2009 ACR Doctoral Symposium, and the 2023 SCP Doctoral Symposium. Recognitions include the 2022 Taylor & Francis/Routledge SMA Distinguished Scholar Award, induction into the PhD Project Hall of Fame in 2022, the 2015 AMA Williams-Qualls-Spratlen Multicultural Mentoring Award of Excellence, the 2025 Ross School of Business Neary PhD Teaching Award, and the 2024 Michigan-Ross PhD Distinguished Alumni Award. He has also received the University of Michigan Faculty Advisor of the Year honorable mention in 2006 and other teaching and service honors.