Dr. Kate Pounders and Dr. Richard Lutz
Dr. Richard Lutz, with AMA Consumer Behavior Special Interest Group President Dr. Kate Pounders, receives the organization's lifetime achievement award on Feb. 27. (Photo courtesy of the American Marketing Association).

Marketing professor receives lifetime achievement award

GAINESVILLE, Fla. – JC Penney Professor Dr. Richard Lutz received the 2016 American Marketing Association’s Consumer Behavior Special Interest Group (CBSIG) Lifetime Achievement Award on Feb. 27 at the AMA’s Winter Marketing Academic Conference in Las Vegas.

The award is given to a marketing scholar “who has contributed significantly to the field of consumer behavior,” and has shown “a strong affiliation publishing in AMA outlets and serving in AMA leadership roles.”

Dr. Lutz’s involvement with the AMA has spanned almost 50 years, and the organization has honored him repeatedly for his scholarly work and service. Among Dr. Lutz’s AMA achievements and activities are:

  • Inducted into the organization’s inaugural class of AMA Fellows, which recognizes AMA members who have made significant contributions to the research, theory, and practice of marketing, as well as service to the organization, in February 2015.
  • Received the 2010 AMA/Irwin/McGraw-Hill Distinguished Marketing Educator Award for distinguished service and outstanding contributions in marketing education.
  • Served as Vice President of Publications (2008-11), Co-Chair of the Sheth-AMA Doctoral Consortium (1990) and Co-Chair of the AMA Winter Educators Conference (1985).
  • Received the AMA Foundation’s Louis W. Stern Award (2005).
  • Received the AMA Doctoral Dissertation Award (1974).

Dr. Lutz has published more than 80 articles, books, and chapters, primarily in the area of consumer attitudes and response to advertising. His current research addresses consumer escapism, consumer brand relationships and cocreation, and crowdsourcing. He earned a bachelor’s degree (1969), master’s degree (1972) and Ph.D. (1973) in Marketing—all from the University of Illinois.

Dr. Lutz has taught introductory marketing at the undergraduate level to over 80,000 students during his time at UF. He is notorious for drilling a hole in a textbook every semester to illustrate vividly to his students that consumers buy quarter-inch holes, not quarter-inch drills. Lutz has won the Warrington College of Business Teacher of the Year Award on six occasions, and he was the UF Alumni Association Distinguished Alumni Professor in 2007-2009.

The AMA is one of the largest marketing associations in the world with more than 30,000 members who work, teach and study in the field of marketing across the globe. The organization’s principal role is “to serve as a forum to connect like-minded individuals and foster knowledge sharing, provide resources, tools and training and support marketing practice and thought leadership around the globe.”