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Richard Lutz - University of Florida. Gainesville, FL, US

Richard Lutz Richard Lutz

JCPenney Professor of Marketing; Chair, Department of Marketing | University of Florida

Gainesville, FL, UNITED STATES

Richard Lutz’s research addresses experiential consumption, customer donation decisions, and social media's effects on purchase behavior.


Lutz’s current research addresses experiential consumption, customer donation decisions, and social media effects on consumer purchase behavior. He is an expert in consumer behavior, advertising response and marketing.

Industry Expertise (4)

Business Services

Consumer Services

Consumer Goods

Social Media

Areas of Expertise (4)

Advertising Response

Consumer Behavior

Services Marketing


Media Appearances (1)

Study: Live in the moment, don’t selfie or snap it

The Source | Washington University in St. Louis  online


Thus, Nardini, LeBoeuf and Richard J. Lutz of the University of Florida combined on a research project published online Jan. 10 and forthcoming in Psychology and Marketing titled, “How and When Taking Pictures Undermines the Enjoyment of Experiences.” The snapshot finding: If the event is otherwise highly enjoyable, pausing to take photographs will detract from a person’s engagement and enjoyment … and potentially affect the business visited.

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Articles (5)

Object history value in the sharing economy

Handbook of the Sharing Economy

Charis X Li, Richard J Lutz

2019 This conceptual chapter develops an important but previously ignored object value-object history value-as it pertains to consumer-to-consumer sharing activities. The authors establish a theoretical framework that explicates the antecedents, consequences, and moderators of the focal construct in the sharing process. they integrate concepts and findings from semiotics, consumer culture theory, and consumer psychology research, and create a big-tent theory that will not only account for extant findings in related literature such as possession attachment, but also make testable predictions and suggest practical implications in new consumer phenomena such as peer-to-peer sharing. The theory of object history value provides unique explanatory power for both the supply side and the demand side of the sharing economy. The proposed framework offers a springboard for future research to investigate questions such as how sharing platforms can encourage owners of sharable possessions to join, and when consumers decide to share or rent instead of buying.

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Interpretive research: A complementary approach to seeking knowledge in supply chain management

The International Journal of Logistics Management

Jessica L Darby, Brian S Fugate, Jeff B Murray

2019 Purpose Scholars have called for diversity in methods and multi-method research to enhance relevance to practice. However, many of the calls have only gone so far as to suggest the use of multiple methods within the positivism paradigm, which dominates the discipline and may constrain the ability to develop middle-range theory and propose workable solutions to today’s supply chain challenges. The purpose of this paper is to present a rationale for expanding the methodological toolbox of the field to include interpretive research methods. Design/methodology/approach This research conceptually illustrates how positivist and interpretive philosophies translate into different research approaches by reviewing an extant positivist qualitative study that uses grounded theory and then detailing how an interpretive researcher would approach the same phenomenon using the hermeneutic method. [...]

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How and when taking pictures undermines the enjoyment of experiences

Psychology & Marketing

Gia Nardini, Richard J Lutz, Robyn A LeBoeuf

2019 The consumption of experiences (as opposed to products) has seen an increasing amount of research attention in recent years. A key aspect of the experiential consumption journey is how the experience is consumed. For instance, people almost invariably take pictures during highly enjoyable experiences such as vacations or important family events. Although past research has suggested that taking pictures may enhance the enjoyment of moderately enjoyable experiences, the effect of picture taking on the real-time enjoyment of highly enjoyable experiences is not clear. To address this matter, the authors investigate whether taking pictures affects consumers’ enjoyment of highly enjoyable hedonic experiences. A series of laboratory studies demonstrate that taking pictures (compared with not taking pictures) can decrease enjoyment of highly enjoyable experiences. This study suggests that, by constantly striving to document their experiences, consumers may unwittingly fail to enjoy those experiences to the fullest. These results have implications for how firms may best stage experiential offerings to enhance their customers’ experiences.

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Would You Like to Round Up and Donate the Difference? Roundup Requests Reduce the Perceived Pain of Donating

Journal of Consumer Psychology

Katie Kelting, Stefanie Robinson, Richard J Lutz

2019 Recently, some companies have begun to ask their customers to “round up” transactions to the next highest dollar and donate the difference to charity. However, little is known about how consumers respond to such an appeal. Across a series of lab experiments and one large field study, we find that consumers respond more favorably to a roundup than to a flat donation request, even when the requested amount is identical. We find evidence that the effect arises because a roundup request reduces consumers’ perceived pain of donating. Three alternative explanations are examined (i.e., objective financial cost, inattention to donation cost, and perceived novelty of the request) but not supported. This research has important implications for both companies and nonprofits seeking to increase charitable donations from consumers.

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How mental simulation evokes negative affective misforecasting of hedonic experiences

Journal of Consumer Marketing

Gia Nardini, Richard J Lutz

2019 Purpose The purpose of this paper is to investigate the relationship between mental simulation and affective misforecasting of hedonic consumption experiences. Design/methodology/approach The authors present a series of lab and field studies that manipulate mental simulation and experience type (ordinary versus extraordinary) and measure affective misforecasting and mindfulness. Data were analyzed using a combination of ANOVA and PROCESS. Findings Mental simulation before an experience causes negative affective misforecasting to occur for extraordinary experiences but not ordinary experiences. The authors further show that mindfulness mediates the effect of mental simulation on affective misforecasting. [...]

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Languages (1)

  • English