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 President of the Association performs all of the duties common to such an officer and as prescribed and approved by the Board of Directors, acts as chairperson of the Board of Directors, presides at all meetings of the Board of Directors, and creates and dissolve task forces or standing committees as needed that include Directors or other members of the Association. The President is responsible for convening a task force to consider members for the Fellows Award and the Distinguished Service Award or other awards in accordance with procedures approved by the Board of Directors.