Portrait Photo

Richard J. Lutz

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

(352) 273-3273



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 experiential consumption, customer donation decisions, and social media effects on consumer purchase behavior. Dr. Lutz was previously on the faculty of the UCLA Graduate School of Management for nine years (1973 - 82).  He is a Fellow of the American Marketing Association, the Association for Consumer Research, and the Society for Consumer Psychology.


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

Research Interests

  • Consumer Behavior
  • Advertising Response

In The News

Courses Taught

Book Publications

Book Chapter Publications

Conference Proceeding Publications

Journal Article Publications

Newspaper Article Publications

  • Title: Unknown
    Published Year: 1976
    Authors: Richard Lutz
  • Title: Unknown
    Published Year: 1975
    Authors: Richard Lutz

Contact Details

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

(352) 273-3273


Other Resources