Richard J. Lutz

Richard Lutz is the Chairman of the Marketing Department and the Peter S. Sealey PhD Professor of Marketing at the University of Florida, where he has taught since 1982. He received his B.S., M.S. and Ph.D. in Marketing, all from the University of Illinois, Urbana-Champaign.  He taught at UCLA for nine years before joining UF in 1982.  He is a past president of the Association for Consumer Research and a former Vice President of Publications of the American Marketing Association (AMA).  He is a past editor of the Journal of Consumer Research and has authored over 100 articles and books, focusing on consumer response to marketing communications.  Lutz has taught introductory marketing at the undergraduate level to over 100,000 students and has won the Warrington College of Business Teacher of the Year Award on six occasions.  He was named the 2010 AMA Irwin/McGraw-Hill Distinguished Marketing Educator, the highest honor conferred by the AMA for distinguished service and outstanding contributions in marketing education.  In 2015 he was named an inaugural AMA Fellow, and in 2018 he was named a Fellow of the Association for Consumer Research.  He is married, with two grown sons, both of whom are UF alumni and local entrepreneurs, and two beautiful grandchildren.