Portrait Photo

Richard J Lutz

JCPenney Professor
J.C. Penney Professor of Marketing
Chair, Marketing Department

University of Florida
Warrington College of Business
Marketing Department
Stuzin Hall 267A

(352) 273-3273
Email

Biography

Professor Lutz teaches an undergraduate principles of marketing course and an MBA course on the management of brand equity. Dr. Lutz has published over 80 articles, books and chapters, primarily in the area of consumer attitudes and response to advertising. His current research addresses consumer escapism, consumer brand relationships and cocreation, and crowdsourcing. Dr. Lutz was previously on the faculty of the UCLA Graduate School of Management for nine years (1973 - 82).

Education

  • PhD - Marketing, University of Illinois, 1973
  • MS - Marketing, University of Illinois, 1972
  • BS - Marketing, University of Illinois, 1969

Research Areas

  • Consumer Behavior
  • Advertising Response
  • Services Marketing

Legends in Consumer Behavior: C. Whan Park
Published Year: 2019
Authors: Richard Lutz


Incore Legends in Marketing: Jagdish N. Sheth, Volume 1, Consumer Behavior: Conceptual Foundations
Published Year: 2009
Authors: Richard Lutz


Advances in Consumer Research, Vol. XIII
Published Year: 1986
Authors: Richard Lutz


Perspectives on Methodology in Consumer Research
Published Year: 1986
Authors: D. Brinberg, R. Lutz


Marketing Communications - Theory and Research
Published Year: 1985
Authors: M. Houston, R. Lutz


Contemporary Perspectives in Consumer Research
Published Year: 1981
Authors: Richard Lutz

Volume Introduction: Decision-Making and Choice Decision--The Contribution of C. Whan Park
Published Year: 2019
Authors: Richard Lutz


Object History Value in the Sharing economy
Accepted Year: 2019
Authors: Charis Li, Richard Lutz


Effects of Advertising Likability
Accepted Year: 2012
Authors: Richard Lutz


Overview of Dr. Jagdish Sheth's Contributions to Consumer Behavior Theory
Published Year: 2009
Authors: R. Lutz, Richard Lutz


Adapting the Ph.D. Program to Ecological Imperatives: How to Herd Cats
Published Year: 1997
Authors: S. Cavusgil, N. Horn, Richard Lutz


Some General Observations About Research on Integrated Marketing Communications
Published Year: 1996
Authors: E. Thorson, J. Moore, Richard Lutz


Discovery-Oriented Marketing Research: This is Not Heresy
Published Year: 1993
Authors: Richard Lutz


The Role of Attitude Theory In Marketing
Published Year: 1991
Authors: H. Kassarjian, T. Robertson, Richard Lutz


The Relevance-Accessibility Model of Advertising Effectiveness
Published Year: 1988
Authors: W. Baker, S. Hecker, D. Stewart, R. Lutz


Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework
Published Year: 1985
Authors: L. Alwitt, A. Mitchell, Richard Lutz


Consumer Psychology
Published Year: 1985
Authors: M. Meyer, E. Altmaier, Richard Lutz


A Reconceptualization of the Functional Approach to Attitudes
Published Year: 1981
Authors: J. Sheth, Richard Lutz


Situational Influence on Consumer Behavior
Published Year: 1981
Authors: P. Kakkar, H. Kassarjian, T. Robertson, R. Lutz


The Role of Attitude Theory In Marketing
Published Year: 1981
Authors: H. Kassarjian, T. Robertson, Richard Lutz


Consumer Behavior
Published Year: 1978
Authors: J. Bettman, H. Kassarjian, R. Lutz


Multiattribute Models in Marketing: A Bicentennial Review
Published Year: 1977
Authors: J. Bettman, A. Woodside, J. Sheth, P. Bennett, Richard Lutz


Consumer Information and the Black Consumer: An Exploratory Study
Published Year: 1976
Authors: N. Capon, B. Bobo, A. Osborne, R. Lutz


A Multivariate Model of Multinational Business Expansion
Published Year: 1973
Authors: J. Sheth, S. Sethi, J. Sheth, R. Lutz

On Relevance
Accepted Year: 2018
Authors: Richard Lutz


Effects of Advertising and Experience on Brand Judgments: A Rose by Any Other Frame...
Published Year: 1993
Authors: A. Wright, R. Lutz


The Framing of Brand Judgments after Direct Product Experience and Advertising: An Empirical Investigation
Published Year: 1993
Authors: A. Wright, R. Lutz


Ask Not What the Brand Can Evoke; Ask What Can Evoke the Brand?
Published Year: 1992
Authors: S. Holden, R. Lutz


Positivism, Naturalism and Pluralism in Consumer Research: Paradigms in Paradise
Published Year: 1989
Authors: Richard Lutz


Intergenerational Transfer of Shopping Behavior and Marketplace Beliefs: Mothers and Daughters
Published Year: 1988
Authors: E. Moore-Shay, R. Lutz


The Role of Argument Quality in the Elaboration Likelihood Model
Published Year: 1988
Authors: C. Areni, R. Lutz


Attitude Toward the Ad as a Mediator of Advertising Effectiveness: Determinants and Consequences
Published Year: 1983
Authors: S. MacKenzie, G. Belch, Richard Lutz


Testing Competing Theories of Advertising Effectiveness via Structural Equation Models
Published Year: 1983
Authors: S. MacKenzie, R. Lutz


Construction of a Diagnostic Cognitive Response Model for Use in Commercial Pretesting
Published Year: 1982
Authors: S. MacKenzie, Richard Lutz


Lessons Learned from a Decade of Multiattribute Attitude Research in Marketing
Published Year: 1982
Authors: Richard Lutz


On Getting Situated: The Role of Situational Factors in Consumer Research
Published Year: 1980
Authors: Richard Lutz


A Functional Theory Framework for Designing and Pretesting Advertising Themes
Published Year: 1979
Authors: Richard Lutz


Consumer Gift-Giving: Opening the Black Box
Published Year: 1979
Authors: Richard Lutz


How Difficult Is It To Change Consumer Decision Structures
Published Year: 1979
Authors: Richard Lutz


Theory in Marketing: Problems and Prospects
Published Year: 1979
Authors: Richard Lutz


A Functional Approach to Consumer Attitude Research
Published Year: 1978
Authors: Richard Lutz


Imagery - Eliciting Strategies: Review and Implications for Research
Published Year: 1978
Authors: R. Lutz, K. Lutz


Incorporating Marketing Methods in the Evaluation of Public Services: The Los Angeles Witness Project
Published Year: 1978
Authors: J. Swasy, R. Lutz


Using Psychographic Variables to Investigate Product Disposition Behaviors
Published Year: 1978
Authors: M. Burke, W. Coon, R. Lutz


Integrating Cognitive Structure and Cognitive Response Approaches to Monitoring Communications Effects
Published Year: 1977
Authors: J. Swasy, Richard Lutz


Conceptual and Operational Issues in the Extended Fishbein Model
Published Year: 1976
Authors: Richard Lutz


Situational Influence in Interpersonal Persuasion
Published Year: 1976
Authors: P. Kakkar, Richard Lutz


Discussion: Methods for Studying Consumer Information Processing
Published Year: 1975
Authors: Richard Lutz


Toward a Taxonomy of Consumption Situations
Published Year: 1975
Authors: P. Kakkar, R. Lutz


A Multimethod Approach to Validating Multiattribute Attitude Models
Published Year: 1974
Authors: J. Bettman, N. Capon, R. Lutz


An Exploration of the Effects of Perceived Social and Performance Risk on Consumer Information Acquisition
Published Year: 1974
Authors: P. Reilly, Richard Lutz


Developing a Bayesian Measure of Brand Loyalty: A Preliminary Report
Published Year: 1974
Authors: P. Winn, Richard Lutz


The Psychological Situation as a Determinant of Consumer Behavior
Published Year: 1974
Authors: P. Kakkar, Richard Lutz


A Comparison of Two Alternative Models of the Attitude-Behavior Relationship
Published Year: 1973
Authors: Richard Lutz


An Investigation of the Relationship Between Changes in Cognitive Structure and Changes in Consumer Brand Attitudes
Published Year: 1973
Authors: Richard Lutz


An Investigation of Some Alternative to the Linear Attitude Model
Published Year: 1972
Authors: B. Calder, R. Lutz


Investigating the Feasibility of Personalized Rapid Transit: An Experimental Approach
Published Year: 1972
Authors: Richard Lutz


Toward a Comprehensive View of the Attitude-Behavior Relationship: The Use of Multiple-Set Canonical Analysis
Published Year: 1971
Authors: J. Howard, Richard Lutz

How and When Taking Pictures Undermines the Enjoyment of Experiences
Journal: Psychology & Marketing
Published Year: 2019
Authors: Gia Nardini, Richard Lutz, Robyn LeBoeuf


How Mental Simulation Evokes Negative Affective Misforecasting of Hedonic Experiences
Journal: Journal of Consumer Marketing
Published Year: 2018
Authors: Gia Nardini, Richard Lutz


Would You Like to Round Up and Donate the Difference? Roundup requests Reduce the Perceived Pain of Donating
Journal: Journal of Consumer Psychology
Published Year: 2018
Authors: Katie Kelting, Stefanie Robinson, Richard Lutz


Brave New World of Warcraft: A Conceptual Framework
Journal: Journal of Consumer Marketing
Published Year: 2016
Authors: Andrew Kuo, Richard Lutz, Jacob Hiler


From Super Mario to Skyrim: A Framework for the Evolution of Video Game Consumption
Journal: Journal of Consumer Behaviour
Published Year: 2016
Authors: Andrew Kuo, Jacob Hiler, Richard Lutz


Editorship of Harper W. Boyd, Jr. (1975--1978)
Journal: Journal of Marketing Research
Published Year: 2014
Authors: Richard Lutz


Broadening (and narrowing) the scope of brand relationships
Journal: Journal of Consumer Psychology
Accepted Year: 2013
Authors: Joseph Alba, Richard Lutz


The Typicality and Accessibility of Consumer Attitudes toward Television Advertising: Implications for the Measurement of Attitudes toward Advertising-in-General
Journal: Journal of Advertising
Accepted Year: 2013
Authors: Hyun Seung Jin, Richard Lutz


Multiple Endorsers and Multiple Endorsements: An Investigation of the Influence of Message Repetition, Source Congruence and Involvement on Brand Attitudes
Journal: Journal of Consumer Psychology
Accepted Year: 2012
Authors: Dan Rice, Katherine Kelting, Richard Lutz


Marketing Scholarship 2.0
Journal: Journal of Marketing
Accepted Year: 2011
Authors: Richard Lutz


Wisdom--The Pinnacle of Human Virtues and a Central Foundation for Macromarketing
Journal: Journal of Macromarketing
Published Year: 2009
Authors: D. Mick, T. Bateman, R. Lutz


Corporate Hypocrisy: Overcoming the Threat of Inconsistent Corporate Social Responsibility Perceptions
Journal: Journal of Marketing
Published Year: 2009
Authors: T. Wagner, B. Weitz, R. Lutz


Effectiveness of In-Game Advertisements in Sport Video Games: An Experimental Inquiry on Current Gamers
Journal: International Journal of Sport Communication
Published Year: 2008
Authors: B. Cianfron, J. Zhang, G. Trail, R. Lutz


Web Users' Perceptions of and Attitudes toward Online Advertising Formats
Journal: International Journal of Internet Marketing and Advertising
Published Year: 2008
Authors: K. Burns, R. Lutz


Defining and Measuring Recreational Shopper Identity
Journal: Journal of Academy of Marketing Science
Published Year: 2006
Authors: M. Guiry, A. Magi, R. Lutz


The Function of Format: Consumer Responses to Six Online Advertising Formats
Journal: Journal of Advertising
Published Year: 2006
Authors: K. Burns, R. Lutz


Passing the Torch: Intergenerational Influences as a Source of Brand Equity
Journal: Journal of Marketing
Published Year: 2002
Authors: E. Moore, W. Wilkie, R. Lutz


An Empirical Test of an Updated Relevance-Accessibility Model of Advertising Effectiveness
Journal: Journal of Advertising
Published Year: 2000
Authors: W. Baker, R. Lutz


Children, Advertising, and Product Experiences: A Multi-Method Inquiry
Journal: Journal of Consumer Research
Published Year: 2000
Authors: E. Moore, R. Lutz


Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces
Journal: Journal of Marketing
Published Year: 1997
Authors: J. Alba, J. Lynch, B. Weitz, C. Janiszewski, R. Lutz


An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context
Journal: Journal of Marketing
Published Year: 1989
Authors: S. MacKenzie, R. Lutz


The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations
Journal: Journal of Marketing Research
Published Year: 1986
Authors: S. MacKenzi, G. Belch, R. Lutz


The Marketing of Consumer Information
Journal: Journal of Marketing
Published Year: 1983
Authors: N. Capon, R. Lutz


Decision Plans and Consumer Choice Dynamics
Journal: Journal of Marketing Research
Published Year: 1982
Authors: C. Park, R. Lutz


A Model and Methodology for the Development of Consumer Information Programs
Journal: Journal of Marketing
Published Year: 1979
Authors: N. Capon, R. Lutz


Affirmative Disclosure in Home Purchasing
Journal: Journal of Consumer Affairs
Published Year: 1979
Authors: M. Burke, G. Belch, J. Bettman, R. Lutz


Rejoinder to 'Attitude Change or Attitude Formation? An Unanswered Question
Journal: Journal of Consumer Research
Published Year: 1978
Authors: Richard Lutz


Rejoinder to `A Further Examination of Two Laboratory Tests of the Extended Fishbein Attitude Model
Journal: Journal of Consumer Research
Published Year: 1978
Authors: Richard Lutz


An Experimental Investigation of Causal Relations Among Cognition, Affect and Behavioral Intention
Journal: Journal of Consumer Research
Published Year: 1977
Authors: Richard Lutz


The Effects of Interactive Imagery on Learning: Application to Advertising
Journal: Journal of Applied Psychology
Published Year: 1977
Authors: R. Lutz, K. Lutz


Changing Brand Attitudes Through Modification of Cognitive Structure
Journal: Journal of Consumer Research
Published Year: 1975
Authors: Richard Lutz


Cognitive Algebra in Multiattribute Attitude Models
Journal: Journal of Marketing Research
Published Year: 1975
Authors: J. Bettman, N. Capon, R. Lutz


First-Order and Second-Order Cognitive Effects in Attitude Change
Journal: Communication Research
Published Year: 1975
Authors: Richard Lutz


Information Processing in Attitude Formation and Change
Journal: Communication Research
Published Year: 1975
Authors: J. Bettman, N. Capon, R. Lutz


Measurement and Diagnosis of Student Attitudes Toward a Career in Advertising
Journal: Journal of Advertising
Published Year: 1975
Authors: Richard Lutz


Multiattribute Measurement Models and Multiattribute Attitude Theory: A Test of Construct Validity
Journal: Journal of Consumer Research
Published Year: 1975
Authors: J. Bettman, N. Capon, R. Lutz


More on Testing the Howard-Sheth Model of Buyer Behavior
Journal: Journal of Marketing Research
Published Year: 1972
Authors: R. Resek, Richard Lutz

Title: Unknown
Published Year: 1976
Authors: Richard Lutz


Title: Unknown
Published Year: 1975
Authors: Richard Lutz