Portrait Photo

Richard J Lutz

JCPenney Professor
J.C. Penney Professor of Marketing
University of Florida,
Warrington College of Business
Department of Marketing
PO Box 117155 Gainesville FL 32611
Stuzin Hall 267A
(352) 273-3273

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
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
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
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
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
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