David L Mothersbaugh Associate Professor Of Marketing

About the Author

David L. Mothersbaugh is an Associate Professor of Marketing at the University of Alabama, where he has dedicated his career to unraveling the intricacies of consumer psychology and decision-making processes. With a PhD in Marketing from the University of Alabama, he brings a wealth of academic expertise to his teaching and research, focusing on how cultural, social, and individual factors influence buying behaviors. Mothersbaugh's seminal work, Consumer Behavior: Building Marketing Strategy, co-authored with leading scholars, has become a cornerstone text in marketing education, offering practical insights for developing effective strategies in dynamic markets. His research has been published in top journals, and he frequently consults for businesses seeking to enhance customer engagement. Passionate about bridging theory and practice, Mothersbaugh continues to shape the next generation of marketers through innovative coursework and thought-provoking publications.