David W. Schumann (Ph.D. University of Missouri) is a consumer psychologist and holds the William J. Taylor Professorship of Business in the Department of Marketing and Logistics at the University of Tennessee. His research interests center on issues concerning marketing communication strategy with specific focus on target segmentation, belief structures, attitude formation, persuasion, selective exposure, and prejudice reinforcement. His work has been published in leading scientific journals covering the advertising, communications, consumer behavior, marketing, and social psychology disciplines. His teaching interests include consumer behavior, marketing research, integrated marketing communication, e-commerce, and teaching preparation for Ph.D. students in business. Dr. Schumann has served in administrative roles as department head and associate dean. He is a past president of the Society for Consumer Psychology, serves on several editorial review boards, and is a fellow of the American Psychological Association.