ACR Past President

Mary Frances Luce, Duke University

Mary Frances Luce is the Robert A. Ingram Professor of Marketing at The Fuqua School of Business, Duke University.  She received her PhD at Duke’s Fuqua School in 1994 and spent 10 years on the faculty at the Wharton School, University of Pennsylvania before returning to Fuqua as a faculty member.  Mary Frances’ research focuses on the impact of emotion on consumer decision making.  Her interest in emotion arises from the important role that emotion often plays in decisions that are of consequence to individuals and societies.  For instance, she is interested in applications to perceptions of health risks and other aspects of medical decision making.  Her work has appeared in the Journal of Consumer Research, Journal of Marketing Research, Journal of Public Policy and Marketing, Health Psychology, Emotion, and Marketing Science, among other outlets.  She also co-authored (with Jim Bettman and John Payne) Emotional Decisions:  Tradeoff Difficulty and Coping in Consumer Choice in the Journal of Consumer Research Monographs Series.

In 2003, Mary Frances was Co-Chair (with Barbara Kahn) of the North American Association for Consumer Research Conference.  More recently, she served on the ACR board as the Perspectives Director (Government) and as President.

Mary Frances has been the Fuqua School’s Senior Associate Dean for Faculty and before that she served on Duke University’s Appointments, Promotions, and Tenure committee.  She also had the honor of co-editing (with Ann McGill and Laura Peracchio) the Journal of Consumer Research.

Phone: 919.660.3736


Position’s Duties and Responsibilities

 The Past President participates in and votes on all matters put to the ACR Board of Directors, chairs the Nominations Committee for members of the ACR Board of Directors, appoints two or more members to serve on the Nominations Committee, and serves as a member of the Sheth Long-Term Contribution award (awarded every three years, 2008, 2011, etc.). At the North American Conference, the Past-President attends the Board of Directors Meeting,introduces the President, and presents the Presidential Plaque at the ACR Conference.