Luca Cian

Luca Cian

Assistant Professor of Business Administration


FOB 283

Academic Area

Areas of Expertise

Consumer Behavior, Consumer Psychology, Sensory Marketing, Social Cognition, Eye-Tracking, Aesthetics

Education: M.S., University of Trieste (Italy); Ph.D., University of Verona (Italy); Visiting Ph.D., University of Michigan; Postdoc, University of Michigan

Assistant Professor Luca Cian teaches the First Year "Marketing" core course and the Second Year "Consumer Behavior" elective course in the MBA program at the Darden School of Business, University of Virginia. His research area is consumer behavior, with a focus on sensory marketing and social cognition. He is also specialized in biofeedback research, mostly using eye-tracking technology. He has published in the top marketing academic journals, including Journal of Marketing ResearchJournal of Consumer Psychology and Journal of Consumer Research. Popular accounts of his work have appeared on NPR, The New York Times, USA Today, VOX, PBS, The Washington Post, and others.

In 2007, Cian earned his M.S., summa cum laude with highest distinction, at the University of Trieste, with a perfect GPA score. There, he was named best faculty graduate. In 2011, Cian received his Ph.D. in psychology from the University of Verona. The Italian Association of Psychology awarded his doctoral dissertation "Best Dissertation" in his division. The same year, the Council of Italian University Rectors, the Italian National Research Council and the Italian Minister of Youth recognized him as one of the best young researchers in Italy. He spent the last two years of his doctorate as a visiting Ph.D. student at the Ross School of Business, University of Michigan, working with Professor Richard Bagozzi. After receiving his doctorate, Luca spent another three years at the Ross School of Business as a postdoctoral fellow, working with Professor Aradhna Krishna. During that time, he joined Professor Aradhna Krishna's Sensory Marketing Lab and Professor Norbert Schwarz's Social Cognition Lab.

Prior to teaching at Darden, Cian taught undergraduate and graduate courses at the University of Trieste and the University of Michigan. He also worked as a marketing consultant.

Cian's teaching honors at Darden include: Voted faculty marshal by the Darden Class of 2017 and Top 10 percent of teaching evaluations of the School (2016).

His most recent research honors include: Top 10 percent of authors on SSRN (by all-time downloads); Top 11 Most Impactful Articles in the leading marketing journals, selected by the Marketing Science Institute (November 2015); and Top 10 most downloaded articles of Journal of Consumer Psychology (September-December 2014).