Richard Lutz, Ph.D
Dr. Richard Lutz has helped guide The Sheth Foundation since joining the board in 2009. He joined the University of Florida in 1982. He specializes in the areas of consumer behavior and marketing communications. He received his BS, MS and Ph.D. in Marketing, all from the University of Illinois-Urbana.
Professor Lutz is a past president of the Association for Consumer Research and the current Vice President of Publications of the American Marketing Association. He is a past editor of the Journal of Consumer Research and has authored over 80 articles and books. Lutz has taught introductory marketing at the undergraduate level to over 40,000 students. In 2006, he was selected by Business Week as one of the top undergraduate business professors in the nation. He was recently named the 2010 AMA Irwin/McGraw-Hill Distinguished Marketing Educator, the highest honor conferred by the AMA for distinguished service and outstanding contributions in marketing education.
Lutz has served as a marketing consultant to a number of organizations, including Naylor Publications, Brunswick Corporation, Smithers-Oasis USA, J.C. Penney, Harris Corporation, Warner Brothers Records, the National Association of Realtors, Radio and Records, Inc., Service America Corporation, Newton Manufacturing Co., and Los Angeles County Museum of Art.
Professor Lutz is involved in a wide range of research projects. His most recent topics including: consumer escapism; corporate hypocrisy; celebrity endorser effects in advertising; and consumer responses to varying web-based advertising formats. He is currently a member of the Board of Directors of the University Athletic Association.