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

Richard Lutz

Professor/Chair | 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.


Richard 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. Richard is the J.C. Penney Professor of Marketing and the chair of the Marketing Department in the Warrington College of Business.

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 (2)

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

The International Journal of Logistics Management

Jessica L Darby, et al.


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.

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How and when taking pictures undermines the enjoyment of experiences

Psychology & Marketing

Gia Nardini, et al.


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.

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