Richard J. Lutz is the J.C. Penney Professor of Marketing at the University of Florida. He specializes in the areas of consumer behavior and marketing communications. He received his BS, MS and Ph.D. in Marketing, all from the University of Illinois-Urbana.
Professor Lutz is a past president of the Association for Consumer Research and the current Vice President of Publications of the American Marketing Association. He is a past editor of the Journal of Consumer Research and has authored over 80 articles and books. He has taught introductory marketing at the undergraduate level to nearly 40,000 students, and teaches an MBA course on brand management. On five occasions, most recently in 2008, Professor Lutz has been named the Warrington College of Business Teacher of the Year. In 2006, he was selected by Business Week as one of the top undergraduate business professors in the nation.
Professor Lutz has served as a marketing consultant to a number of organizations, including Brunswick Corporation, J.C. Penney, Harris Corporation, Warner Brothers Records, the National Association of Realtors, and Service America Corporation.
Professor Lutz currently is involved in several research projects, including consumer escapism; corporate hypocrisy; and celebrity endorser effects in advertising. In his spare time, Professor Lutz enjoys racquetball, as well as cheering for the Florida Gators. He is currently a member of the Board of Directors of the University Athletic Association. His son Matt is a 2006 UF Marketing graduate and his son Jon is a 2009 UF Economics graduate.