David Norton

Assistant Professor


Education/Professional Certification

Ph.D., University of South Carolina
MS, University of Texas at Arlington
BBA, University of Texas at Austin

Areas of Expertise

Consumer Behavior
Digital Marketing
Consumer Inference Making
Social Media


Dave Norton joins UConn after earning a Ph.D. in Marketing from the University of South Carolina Darla Moore School of Business (Columbia, South Carolina).

Norton’s research interests focus on consumer behavior including: egocentric biases; consumer response to ambiguity; social identity/identity signaling; and social influence. He has been published in the Journal of Marketing Research, Journal of Consumer Research, USA Today, Wall Street Journal, and ESPN. Norton is a member of, and serves as a reviewer of conference submissions for, the Association for Consumer Research, the American Marketing Association, and the Society for Consumer Psychology.

Featured Publications

  • Norton, David A., Cait Poynor Lamberton, and Rebecca Walker Naylor (2013), “The Devil You (Don’t) Know: Interpersonal Ambiguity and Inference Making in Competitive Contexts,” Journal of Consumer Research, 40 (August), 239-54. Download Now
  • Wood, Stacy, Melayne Morgan McInnes, and David A. Norton (2011), “The Bad Thing about Good Games: The Relationship between Close Sporting Events and Game-Day Traffic Fatalities,”Journal of Consumer Research, 38 (December), 611-21. Download Now
  • Naylor, Rebecca Walker, Cait Poynor Lamberton, and David A. Norton (2011), “Seeing Ourselves in Others: Reviewer Ambiguity, Egocentric Anchoring, and Persuasion,” Journal of Marketing Research, 48 (June), 617-31. Download Now
Contact Information
Phone+1 (860) 486-2489
Mailing AddressUnit 1041
Office LocationBUSN 359