David Alexander has a Ph.D. in marketing from Duke University, where he also earned his M.B.A., and a B.S. in computer science from Tennessee Technological University. Dr. Alexander teaches graduate and undergraduate courses including New Products Management and Principles of Marketing. His teaching style is very hands-on, with a great deal of in-class discussion and projects. His research specialties include consumer response to really new and values-based products, and the temporal effects in consumer adoption of those products. Dr. Alexander is currently studying how people make hard decisions - from adopting a really new product to acting as a socially responsible consumer. He focuses on how an abstract vs. concrete mindset affects construal of different options and the emotions associated with difficult decisions.