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. 

Mary Frances has been an active member of ACR since she was a doctoral student in the early 1990s and has enjoyed seeing the organization grow in size as well as intellectual and geographic diversity.  In 2003, she 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).  She has served on several ACR program committees and presented at several ACR Conferences and Doctoral Symposiums.  

Mary Frances’ recent service to the field of consumer research and to Duke University has included opportunities to foster and enjoy research from a multitude of perspectives. She recently completed a three-year term as Fuqua’s Senior Associate Dean for Faculty and before that she served on Duke University’s Appointments, Promotions, and Tenure committee.  Even more recently, she had the honor of co-editing (with Ann McGill and Laura Peracchio) the Journal of Consumer Research.  In each of these roles, Mary Frances was most interested in learning how to foster quality across a wide variety of research paradigms, questions, and approaches.  The roles both required and encouraged a wide view of scholarship and an appreciation of how meaningful contributions that cut across academia, government, and industry often result from combining multiple scholarly perspectives.

If elected, Mary Frances intends to follow in the footsteps of prior ACR leaders in terms of appreciating and encouraging the vibrant diversity of the ACR community.  She believes in ACR as a force for creating not only valuable knowledge but also important advances in consumer well-being, smart policy, and efficient industry.  She would be happy to contribute to ACR’s important work encouraging meaningful, multidisciplinary consumer research as well as providing a supportive and enjoyable community for many generations of consumer research scholars.  

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.