Portrait Photo

Lutz, Richard J

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

Business Phone:
(352) 273-3273

Business Email


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).


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

Research Interests

  • Consumer Behavior
  • Advertising Response
  • Services Marketing

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

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

Business Phone:
(352) 273-3273

Business Email

Other Resources