Richard J. Lutz
- Peter S. Sealey PhD Professorship
- Professor & Chair
- Chair, Marketing Department
Location
- Warrington College of Business
- Marketing Department
- Master of Business Administration
- Stuzin Hall 267A
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.
Expertise and interest areas
- Advertising Response
- Consumer Behavior
News
Three Warrington Ph.D. students awarded for instructional excellence – September 11, 2025 –
UF business students lead research projects as 2024-2025 University Scholars – July 29, 2024 – Growing up with social media, Asher Lowe (BABA ’25) has seen the rise of influencers across social media platforms. With the influencer marketing industry set…
Drilling into marketing – January 31, 2024 – With a good-natured grin, Peter S. Sealey PhD Professor of Marketing Richard J. Lutz stalked between desks in his Marketing 101 classroom. Every student in…
Professors honored with Journal of Interactive Marketing award – May 25, 2023 – Peter S. Sealey PhD Professor of Marketing Richard Lutz and Georgia Tech’s Tim Halloran (DBA ‘18) were recently presented with the 2021 Journal of Interactive…
How much is a ‘like’ worth? – June 15, 2021 – GAINESVILLE, Fla. – The average person ‘likes’ about 12 posts per month on Facebook. With 1.82 billion active users logging onto the social media platform…
Courses taught
- Advanced DBA Research (MAR7978)
- Brand Management (MAR6838)
- Building and Managing Brand Equity (MAR6335)
- DBA Doctoral Dissertation/Defense (MAR7985)
- Independent Study (MAR4905)
- Individual Work (MAR6905)
- Preparing to Teach in Business (BTE7171)
- Undergraduate Research in Business (GEB4911)
Education
- PhD – Marketing, University of Illinois, 1973
- MS – Marketing, University of Illinois, 1972
- BS – Marketing, University of Illinois, 1969
PhD students advised
- Aakash Andrews — 2024 — Current
- Branden Cobb — 2025 — Current
- Elena Nescio — 2025 — Current
- Daniel Dong-Wook Kim — 2024 — 2025
- Xinyu Zang — Unknown — 2024
- Felipe M Affonso — 2019 — 2023
- Odile Guinot — 2022 — 2023
- Remy E Jennings — 2021 — 2022
Professional service
- Board of Advisors, Transformative Consumer Research — 2022 to Present
- Chairperson, Association for Consumer Research History Taskforce — 2023 to Present
- Editorial Review Board Member, Journal of Consumer Research — 2010 to Present
- Editorial Review Board Member, Journal of Public Policy and Marketing — 2020 to Present
- Editor, Journal of Consumer Research — 2019 to 2025
- External Evaluator for Promotion/Tenure — 2024 to 2025
- ad hoc reviewer, Journal of Business Research — 2024
- Committee Member, American Marketing Association — 2023 to 2024
- Professional Journal Referee, Journal of Interactive Marketing — 2024
- ad hoc reviewer, Journal of Interactive Marketing — 2023
- Conference-Related, LaLonde Conference — 2023
- Board of Advisors, Sheth Foundation — 2021 to 2022
- Conference organizer and co-chair, Society for Consumer Psychology — 2020 to 2022
- External Evaluator for Promotion/Tenure, U of Florida — 2021 to 2022
- Program Organizer, Society for Consumer Psychology Boutique Conference — 2022
- ad hoc reviewer, Journal of Consumer Psychology — 2021
- ad hoc reviewer, Journal of the Association for Consumer Research — 2021
- Conference-Related, Association for Consumer Research annual conference — 2021
- reviewer, AMA Public Policy & Marketing Conference — 2021
- Conference-Related, Association for Consumer Research — 2019 to 2020
- Conference-Related, Association for Consumer Research — 2020
- External evaluator for promotion/tenure, U of Florida — 2019 to 2020
- Officer, Sheth Foundation Board of Directors — 2012 to 2020
Conference proceeding publications
- On Relevance
- Status: Published
- Published Year: 2020
- Author: Richard Lutz
Journal article publications
- The Paradoxes of Smartphone Use: Understanding the User Experience in Today's Connected World
- Status: Published
- Journal: Journal of Consumer Affairs
- Published Year: 2022
- Authors: Aida Faber, Richard Lutz
- Let's Give Them Something to Talk About: Which Social Media Engagements Predict Purchase Frequency?
- Status: Published
- Journal: Journal of Interactive Marketing
- Published Year: 2021
- Author: Richard Lutz