David Dubois

Associate Professor of Marketing at INSEAD Business School


INSEAD Business School

David Dubois is an Associate Professor of Marketing at INSEAD with expertise in (1) how organizations can leverage and integrate digital and social media dynamics to create novel value, and (2) how luxury and fashion brands can create sustainable competitive advantages by leveraging status and style dynamics. 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. At INSEAD, he teaches both in the MBA and Executive Education programmes (for companies including Sanofi, Abbvie, Biogen, Grünenthal, Moët Henessy, Diageo, Pernod Ricard, Ferrero, Adecco, Old Mutual, Sonepar, Nitto Denko etc.) and co-directs the Leading Digital Marketing Strategy Programme.

He has developed or co-developed several award-winning case studies on digital marketing strategy in both FMCG and service industries, social media advertising, luxury branding, and talent management in fashion and luxury industries.

David Dubois’ broad research interests lie in status processes and luxury consumption, social influence, power, persuasion, virality, and word-of-mouth. His work has appeared in top academic journals such as Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Psychological Science, Journal of Experimental Social Psychology, Social Psychological and Personality Science, and Harvard Business Review. His work is regularly featured in The Financial Times, The Economist, The Wall Street Journal, Forbes, Bloomberg, CNN, NPR, Time Magazine, Huffington Post, and the Chicago Tribune, among others. An active member of the academic community, he is an editorial review board member of the Journal of Consumer Research and Recherche et Applications en Marketing.


  • 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 - From Rumors to Facts, and Facts to Rumors: The Role of Certainty Decay in Consumer Communications - Journal of Marketing 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 - 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


Status Consumption and Luxury Goods, Power, Social Influence, Persuasion, Word-of-mouth, Information Transmission


Communication and Social Media Strategy, Luxury, Marketing Management


Courses Taught

Read about executive education

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