Rich Lutz teaches an undergraduate principles of marketing course and an MBA course on the management of brand equity. Dr. Lutz has published over 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. Dr. Lutz was previously on the faculty of the UCLA Graduate School of Management for nine years (1973 – 82).
University of Florida,
Warrington College of Business
Department of Marketing
PO Box 117155
Gainesville, Florida 32611-7155