Warrington College of Business
Lutz Lab
Led by Richard Lutz · Marketing
What we study
The Lutz Lab studies consumer behavior and marketing. A recent student project designs an experiment on how message strength and paid versus organic content shape trust in influencers, products and brands; papers cover social media and smartphone use.
What working here is like
- Surveys & interviews
- Human participants
- Coding helps
- Project
- 1
- Papers
- 3
Current projects
Beyond the Message: Exploring the Roles of Content Type and Message Strength in Building Brand and Influencer Trust
The lab studies how the strength of a message and whether it is paid or organic affect how people view an influencer, a product, and a brand. Students will run an experiment with AI‑generated Instagram posts and survey participants after they view the posts for 30 seconds.
From the Spring 2025 UF Undergraduate Research Symposium · abstract book, p. 358
Summaries are written by AI in plain language from public symposium abstracts and may be imperfect.
Recent papers, explained
- The paradoxes of smartphone use: Understanding the user experience in today's connected world
2022 · Journal of Consumer Affairs
Explores smartphone use tensions through interviews and surveys.
- Let's Give Them Something to Talk About: Which Social Media Engagements Predict Purchase Frequency?
2021 · Journal of Interactive Marketing
Tests which social media actions lead to more purchases.
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- The curious case of productivity orientation: The influence of advertising stimuli on affect and preference for subscription boxes
2021 · Journal of Retailing and Consumer Services
Plain-language summaries are AI-written and reviewed by us; check the paper for details.
How to reach out
Richard Lutz hasn't set up this page yet. You can also look them up in the UF directory (search “Richard Lutz”).