Lutz named 2010 AMA Distinguished Marketing Educator

Gainesville, Fla. – Richard Lutz, JCPenney Professor of Marketing, has been named the 2010 AMA Irwin/McGraw-Hill Distinguished Marketing Educator. It is the highest honor conferred by the American Marketing Association and recognizes individuals for distinguished service and outstanding contributions in marketing education. The official ceremony will take place in February at the Winter AMA meeting in New Orleans. Lutz is the second in Warrington’s marketing department to receive the award; Bart Weitz was granted the honor in 1998.

“I was quite literally stunned to learn that I had won the award,” Lutz said. “I am very grateful to my current and former colleagues and students who not only supported me for the award but, more importantly, have made my career very personally rewarding over the past 35 years.”

Last year, Lutz was named the winner of the 2008 Sherwin-Williams Distinguished Teaching Award. The award is based upon global business school nominations. In 2006, Lutz was featured in the inaugural BusinessWeek ranking of undergraduate programs as a “Standout Professor,” based on student votes. In 2007, the UF Alumni Association named him the 2007—2009 Distinguished Alumni Professor. Professor Lutz has taught the undergraduate principles of marketing course since 1983, teaching approximately 40,000 UF students to date. He also teaches an MBA course on the management of brand equity.

In addition to receiving numerous College-level teaching awards, Lutz has been recognized for outstanding research as co-winner of the AMA Louis Stern Award (2005), co-winner of the 2003 Journal of Consumer Research Best Article Award, and co-winner of the Marketing Science Institute/Paul Root Award (1997). Since 1992, he has been a Fellow of the Society for Consumer Psychology and of the American Psychological Association. Lutz has also served as president (and a past member of the Board of Directors) of the Association for Consumer Research, and president of the Association of Directors of Doctoral Programs in Business. His current editorial board service includes: Journal of Advertising Research, Journal of Consumer Research, Marketing Letters, Journal of Marketing, and Journal of Consumer Psychology. From 1988 to 1990, he was Editor of the Journal of Consumer Research, and he is currently serving a three-year term as the AMA Vice President of Publications.

His current research addresses corporate hypocrisy, the effects of celebrity endorsements in advertising, and escapist consumption. Lutz has published over 80 articles, books and chapters, primarily in the area of consumer attitudes and response to advertising.