Richard Lutz

Richard Lutz named an Association of Consumer Research Fellow

GAINESVILLE, Fla. – Dr. Richard Lutz, JCPenney Professor of Marketing and Chair of the Department of Marketing at the University of Florida Warrington College of Business, was named a fellow of the Association of Consumer Research at its annual conference in October 2017.

The Association for Consumer Research (ACR) Fellows award recognizes the career contributions of ACR individuals during their lifetime for “significant impact on scholarly work in consumer behavior.”

“I was shocked when they made the announcement,” Dr. Lutz said. “The award selection process is highly confidential, and I had no idea that I had been nominated. It is both gratifying and quite humbling to receive this honor.”

The ACR seeks to advance consumer research and facilitate the exchange of scholarly information among members of academia, industry and government worldwide. One of ACR’s key functions is to facilitate the growth and advancement of the field of consumer research. It was founded in 1969 by a small group of consumer behavior researchers whose informal meeting at the Ohio State University led to the vision of a yearly conference devoted to the study of consumer behavior.

Dr. Lutz, who has been a professor at Warrington since 1982, teaches an undergraduate principles of marketing course and an MBA course on the management of brand equity. He has published over 80 articles, books and chapters, primarily in the area of consumer attitudes and response to advertising. Dr. Lutz’s current research addresses prosocial consumer behavior, experiential consumption, and consumer brand relationships and co-creation.

He was also named the AMA/Irwin/McGraw-Hill Distinguished Marketing Educator in 2010, and is a past-president and past-member of the Board of Directors of the Association for Consumer Research. Read more about Dr. Lutz and his numerous accomplishments.