Mary Frances Luce | Scholars@Duke

Mary Frances Luce
Robert A. Ingram Distinguished Professorship

Mary Frances Luce is the Robert A. Ingram Professor of Business Administration at the Fuqua School of Business at Duke University. She is a member of the marketing area and has recently taught the marketing core. Her research interests lie in consumer behavior, medical decision-making, and the effects of negative emotion on decision behavior. Her recent research has appeared in American Journal of Bioethics, Emotion, Journal of Consumer Research and Health Psychology. She was recently Fuqua’s Senior Associate Dean for Faculty.

Current Appointments & Affiliations

Robert A. Ingram Distinguished Professorship, Fuqua School of Business, Duke University 2014
Professor of Business Administration, Fuqua School of Business, Duke University 2004

Contact Information

100 Fuqua Dr, Durham, NC 27708
Box 90120, Durham, NC 27708-0120
mary.luce@duke.edu (919) 660-3736
Fuqua Faculty Profile

Background
Education, Training, & Certifications
- Ph.D., Duke University 1994
- B.S., Ball State University 1989
Previous Appointments & Affiliations
- Senior Associate Dean for Faculty Affairs in the Fuqua School of Business, Fuqua School of Business, Duke University 2015 - 2018
- Thomas A. Finch Jr. Distinguished Professor of Business Administration, in the Fuqua School of Business, Fuqua School of Business, Duke University 2008 - 2014
- Associate Dean for Faculty Affairs, Fuqua School of Business, Duke University 2009 - 2012
Recognition
Awards & Honors
- JCR Ferber Award. Journal of Consumer Research. 1998
Research
Selected Grants
- Neural Compensation and Economic Decision Making in Aging awarded by National Institutes of Health 2007 - 2010
- Developing a Measure of Voluntary Consent for Protocol-Based Treatment Decision awarded by National Science Foundation 2006 - 2009
Publications & Artistic Works
Selected Publications
- Books
  - Luce, M. F., J. R. Bettman, and J. W. Payne. Tradeoff Difficulty: Determinants and Consequences for Consumer Decisions. Vol. 1, 2001.
- Academic Articles
  - Drolet, A., M. F. Luce, L. Jiang, B. C. Rossi, and R. Hastie. “The Preference for Moderation Scale.” Journal of Consumer Research 47, no. 6 (April 1, 2021): 831–54. https://doi.org/10.1093/jcr/ucaa042.
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  - Baron, Jonathan, Burcu Gürçay, and Mary Frances Luce. “Correlations of trait and state emotions with utilitarian moral judgements.” Cognition & Emotion 32, no. 1 (February 2018): 116–29. https://doi.org/10.1080/02699931.2017.1295025.
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  - Cavanaugh, L. A., J. R. Bettman, and M. F. Luce. “Feeling love and doing more for distant others: Specific positive emotions differentially affect prosocial consumption.” Journal of Marketing Research 52, no. 5 (October 1, 2015): 657–73. https://doi.org/10.1509/jmr.10.0219.
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  - Peracchio, L. A., M. F. Luce, and A. L. McGill. “Building bridges for an interconnected field of consumer research.” Journal of Consumer Research 40, no. 6 (January 1, 2014). https://doi.org/10.1086/675854.
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  - Peracchio, L., A. McGill, and L. Mary Frances. “Introduction: What are research curations?” Journal of Consumer Research 39, no. 5 (January 1, 2013): 1–2. https://doi.org/10.1086/669642.
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  - Luce, M. F., A. Mcgill, and L. Peracchio. “Promoting an environment of scientific integrity: Individual and community responsibilities.” Journal of Consumer Research 39, no. 3 (October 1, 2012). https://doi.org/10.1086/667924.
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  - Miller, Victoria A., Mary Frances Luce, and Robert M. Nelson. “Relationship of external influence to parental distress in decision making regarding children with a life-threatening illness.” Journal of Pediatric Psychology 36, no. 10 (November 2011): 1102–12. https://doi.org/10.1093/jpepsy/jsr033.
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  - Miller, Victoria A., Richard F. Ittenbach, Diana Harris, William W. Reynolds, Tom L. Beauchamp, Mary Frances Luce, and Robert M. Nelson. “The decision making control instrument to assess voluntary consent.” Medical Decision Making : An International Journal of the Society for Medical Decision Making 31, no. 5 (September 2011): 730–41. https://doi.org/10.1177/0272989x11398666.
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  - Nelson, Robert M., Tom Beauchamp, Victoria A. Miller, William Reynolds, Richard F. Ittenbach, and Mary Frances Luce. “The concept of voluntary consent.” The American Journal of Bioethics : Ajob 11, no. 8 (August 2011): 6–16. https://doi.org/10.1080/15265161.2011.583318.
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  - McGill, A., L. Peracchio, and M. F. Luce. “Solidarity of purpose: Building an understanding of consumers through a community of scholars.” Journal of Consumer Research 38, no. 1 (June 1, 2011). https://doi.org/10.1086/660110.
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  - Shelby, Rebecca A., Francis J. Keefe, Mary Scott Soo, Celette Sugg Skinner, Sandra Stinnett, Mary Frances Luce, Margarita L. Zuley, Jules H. Sumkin, and Dana H. Bovbjerg. “PSYCHOLOGICAL FACTORS ASSOCIATED WITH SELF-REPORTED BREAST PAIN PRIOR TO ROUTINE MAMMOGRAPHY IN BREAST CANCER SURVIVORS AND WOMEN WITHOUT A HISTORY OF CANCER.” Annals of Behavioral Medicine 41 (April 1, 2011): S160–S160.
    Link to Item
  - Cavanaugh, Lisa A., Keisha M. Cutright, Mary Frances Luce, and James R. Bettman. “Hope, pride, and processing during optimal and nonoptimal times of day.” Emotion (Washington, D.C.) 11, no. 1 (February 2011): 38–46. https://doi.org/10.1037/a0022016.
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  - Schwartz, J., M. F. Luce, and D. Ariely. “Are consumers too trusting? The effects of relationships with expert advisers.” Journal of Marketing Research 48, no. SPEC. ISSUE (January 1, 2011). https://doi.org/10.1509/jmkr.48.SPL.S163.
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  - Shelby, Rebecca A., Francis J. Keefe, Dana H. Bovbjerg, Celette Sugg Skinner, Tamara J. Somers, Mary Scott Soo, Sara Red, Sandra Stinnett, Mary Frances Luce, and Jules Sumkin. “PERCEIVED RISK OF BREAST CANCER, BELIEFS ABOUT MAMMOGRAPHY, AND PSYCHOLOGICAL DISTRESS IN BREAST CANCER SURVIVORS AND HEALTHY WOMEN AT THE TIME OF MAMMOGRAPHY.” International Journal of Behavioral Medicine 17 (August 1, 2010): 278–278.
    Link to Item
  - Samper, A., M. F. Luce, and D. Purohit. “Is it always good to feel in control? Effects of mortality salience and health locus of control on health behaviors.” Advances in Consumer Research 36 (December 1, 2009): 894–95.
  - Yang, L., and M. F. Luce. “Changing behaviors toward stigmatized diseases.” Advances in Consumer Research 36 (December 1, 2009): 895–96.
  - Miller, Victoria A., William W. Reynolds, Richard F. Ittenbach, Mary Frances Luce, Tom L. Beauchamp, and Robert M. Nelson. “Challenges in measuring a new construct: perception of voluntariness for research and treatment decision making.” Journal of Empirical Research on Human Research Ethics : Jerhre 4, no. 3 (September 2009): 21–31. https://doi.org/10.1525/jer.2009.4.3.21.
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  - Miller, E. G., M. F. Luce, B. E. Kahn, and E. F. Conant. “Understanding emotional reactions for negative services: The impact of efficacy beliefs and stage in process.” Journal of Service Research 12, no. 1 (August 1, 2009): 87–99. https://doi.org/10.1177/1094670509334187.
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  - Drolet, A., M. F. Luce, and I. Simonson. “When does choice reveal preference? Moderators of heuristic versus goal-based choice.” Journal of Consumer Research 36, no. 1 (June 1, 2009): 137–47. https://doi.org/10.1086/596305.
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  - Venkatraman, Vinod, John W. Payne, James R. Bettman, Mary Frances Luce, and Scott A. Huettel. “Separate neural mechanisms underlie choices and strategic preferences in risky decision making.” Neuron 62, no. 4 (May 2009): 593–602. https://doi.org/10.1016/j.neuron.2009.04.007.
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  - Bond, S. D., J. R. Bettman, and M. F. Luce. “Consumer judgment from a dual-systems perspective: Recent evidence and emerging issues.” Review of Marketing Research 5 (January 1, 2009): 3–37. https://doi.org/10.1108/S1548-6435(2008)0000005005.
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  - Carlson, K. A., C. Janiszewski, R. L. Keeney, D. H. Krantz, H. C. Kunreuther, M. F. Luce, J. E. Russo, S. M. J. Van Osselaer, and D. Von Winterfeldt. “A theoretical framework for goal-based choice and for prescriptive analysis.” Marketing Letters 19, no. 3–4 (December 1, 2008): 241–54. https://doi.org/10.1007/s11002-008-9043-4.
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  - Payne, John W., Adriana Samper, James R. Bettman, and Mary Frances Luce. “Boundary conditions on unconscious thought in complex decision making.” Psychological Science 19, no. 11 (November 2008): 1118–23. https://doi.org/10.1111/j.1467-9280.2008.02212.x.
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  - Bettman, J. R., M. F. Luce, and J. W. Payne. “Preference construction and preference stability: Putting the pillow to rest.” Journal of Consumer Psychology 18, no. 3 (July 1, 2008): 170–74. https://doi.org/10.1016/j.jcps.2008.04.003.
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  - Miller, E. G., B. E. Kahn, and M. F. Luce. “Consumer wait management strategies for negative service events: A coping approach.” Journal of Consumer Research 34, no. 5 (February 1, 2008): 635–48. https://doi.org/10.1086/521899.
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  - Cavanaugh, L. A., J. R. Bettman, M. F. Luce, and J. W. Payne. “Appraising the appraisal-tendency framework.” Journal of Consumer Psychology 17, no. 3 (January 1, 2007): 169–73. https://doi.org/10.1016/S1057-7408(07)70024-4.
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  - Drolet, Aimee, Mary Frances Luce, and Itamar Simonson. “Does Load Lead to Decision Bias or are We Biased Against Load?,” 2007.
  - Kahn, B. E., M. F. Luce, and S. M. Nowlis. “Debiasing insights from process tests.” Journal of Consumer Research 33, no. 1 (June 1, 2006): 131–38. https://doi.org/10.1086/500492.
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  - Kahn, B. E., and M. F. Luce. “Repeated-adherence protection model: "I'm ok, and it's a hassle".” Journal of Public Policy and Marketing 25, no. 1 (January 1, 2006): 79–89. https://doi.org/10.1509/jppm.25.1.79.
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  - Luce, Mary Frances. “Decision making as coping.” Health Psychology : Official Journal of the Division of Health Psychology, American Psychological Association 24, no. 4S (July 2005): S23–28. https://doi.org/10.1037/0278-6133.24.4.s23.
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  - Escalas, J. E., and M. F. Luce. “Understanding the effects of process-focused versus outcome-focused thought in response to advertising.” Journal of Consumer Research 31, no. 2 (September 1, 2004): 274–85. https://doi.org/10.1086/422107.
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  - Drolet, A., and M. F. Luce. “The rationalizing effects of cognitive load on emotion-based trade-off avoidance.” Journal of Consumer Research 31, no. 1 (June 1, 2004): 63–77. https://doi.org/10.1086/383424.
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  - Albarracin, D., A. Cheema, C. Y. Chiu, R. Cialdini, M. Häfner, M. F. Luce, L. Martin, et al. “Journal of Consumer Psychology: Editorial note.” Journal of Consumer Psychology 14, no. 3 (January 1, 2004): 197. https://doi.org/10.1207/s15327663jcp1403_1.
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  - Luce, M. F., J. Jia, and G. W. Fischer. “How Much Do You Like it? Within-Alternative Conflict and Subjective Confidence in Consumer Judgments.” Journal of Consumer Research 30, no. 3 (December 1, 2003): 464–72. https://doi.org/10.1086/378622.
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  - Escalas, J. E., and M. F. Luce. “Process Versus Outcome Thought Focus and Advertising.” Journal of Consumer Psychology 13, no. 3 (January 1, 2003): 246–54. https://doi.org/10.1207/S15327663JCP1303_06.
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  - Kahn, B. E., and M. F. Luce. “Understanding High-Stakes Consumer Decisions: Mammography Adherence Following False-Alarm Test Results.” Marketing Science 22, no. 3 (January 1, 2003): 393–410. https://doi.org/10.1287/mksc.22.3.393.17737.
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  - Kunreuther, H., R. Meyer, R. Zeckhauser, P. Slovic, B. Schwartz, C. Schade, M. F. Luce, et al. “High Stakes Decision Making: Normative, Descriptive and Prescriptive Considerations.” Marketing Letters 13, no. 3 (December 1, 2002): 259–68. https://doi.org/10.1023/A:1020287225409.
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  - Luce, M. F., J. W. Payne, and J. R. Bettman. “Coping with Unfavorable Attribute Values in Choice.” Organizational Behavior and Human Decision Processes 81, no. 2 (March 2000): 274–99. https://doi.org/10.1006/obhd.1999.2872.
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  - Fischer, G. W., J. Jia, and M. F. Luce. “Attribute conflict and preference uncertainty: the RandMAU model.” Management Science 46, no. 5 (January 1, 2000): 669–84. https://doi.org/10.1287/mnsc.46.5.669.12051.
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  - Fischer, G. W., M. F. Luce, and J. Jia. “Attribute conflict and preference uncertainty: effects on judgment time and error.” Management Science 46, no. 1 (January 1, 2000): 88–103. https://doi.org/10.1287/mnsc.46.1.88.15131.
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  - Luce, M. F., J. R. Bettman, and J. W. Payne. “Attribute Identities Matter: Subjective Perceptions of Attribute Characteristics.” Marketing Letters 11, no. 2 (January 1, 2000): 103–16. https://doi.org/10.1023/A:1008159022055.
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  - Luce, M. F., J. W. Payne, and J. R. Bettman. “Emotional Trade-Off Difficulty and Choice.” Journal of Marketing Research 36, no. 2 (May 1, 1999): 143–59. https://doi.org/10.1177/002224379903600201.
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  - Luce, M. F., J. W. Payne, and J. R. Bettman. “Emotional trade-off difficulty and choice.” Journal of Marketing Research 36, no. 2 (January 1, 1999): 143–59. https://doi.org/10.2307/3152089.
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  - Luce, M. F., and B. E. Kahn. “Avoidance or vigilance? The psychology of false-positive test results.” Journal of Consumer Research 26, no. 3 (January 1, 1999): 242–59. https://doi.org/10.1086/209561.
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  - Bettman, J. R., M. F. Luce, and J. W. Payne. “Constructive consumer choice processes.” Journal of Consumer Research 25, no. 3 (January 1, 1998): 187–217. https://doi.org/10.1086/209535.
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  - Luce, M. F. “Choosing to avoid: Coping with negatively emotion-laden consumer decisions.” Journal of Consumer Research 24, no. 4 (January 1, 1998): 409–33. https://doi.org/10.1086/209518.
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  - Luce, M. F., J. R. Bettman, and J. W. Payne. “Choice processing in emotionally difficult decisions.” Journal of Experimental Psychology. Learning, Memory, and Cognition 23, no. 2 (March 1997): 384–405. https://doi.org/10.1037//0278-7393.23.2.384.
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  - Kahn, B. E., E. Greenleaf, J. R. Irwin, A. M. Isen, I. P. Levin, M. F. Luce, M. C. F. Pontes, J. Shanteau, M. Vanhuele, and M. J. Young. “Examining medical decision making from a marketing perspective.” Marketing Letters 8, no. 3 (January 1, 1997): 361–75. https://doi.org/10.1023/A:1007979923514.
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  - Payne, J. W., J. R. Bettman, and M. F. Luce. “When time is money: Decision behavior under opportunity-cost time pressure.” Organizational Behavior and Human Decision Processes 66, no. 2 (January 1, 1996): 131–52. https://doi.org/10.1006/obhd.1996.0044.
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  - Payne, J. W., J. R. Bettman, E. J. Johnson, and M. F. Luce. “An Information Processing Perspective on Choice.” Psychology of Learning and Motivation Advances in Research and Theory 32, no. C (January 1, 1995): 137–75. https://doi.org/10.1016/S0079-7421(08)60309-6.
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  - Bettman, J. R., E. J. Johnson, M. F. Luce, and J. W. Payne. “Correlation, Conflict, and Choice.” Journal of Experimental Psychology: Learning, Memory, and Cognition 19, no. 4 (January 1, 1993): 931–51. https://doi.org/10.1037/0278-7393.19.4.931.
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  - LUCE, M. F. “CONSIDERATION OF INHIBITION AS A MECHANISM IN DECISION-PROCESSES.” Advances in Consumer Research 19 (January 1, 1992): 161–65.
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  - LUCE, M. F. “BUYING MORE THAN WE CAN USE - FACTORS INFLUENCING FORECASTS OF CONSUMPTION QUANTITY.” Advances in Consumer Research 19 (January 1, 1992): 584–88.
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- Book Sections
  - Luce, M. F. “Judgment and Decision Making.” In Advanced Social Psychology: The State of Science, edited by R. Bauermeister and E. Finkel, 2010.
  - Luce, M. F., J. R. Bettman, and J. W. Payne. “Consumer Decision Making: A Choice Goals Approach.” In Handbook of Consumer Psychology, edited by C. Haugtvedt, P. Herr, and F. Kardes, 2008.
  - Payne, J. W., M. F. Luce, and J. R. Bettman. “The Emotional Nature of Decision Trade-offs.” In Wharton on Making Decisions, 17–35. Wiley, 2001.
  - Luce, M. F., J. W. Payne, and J. R. Bettman. “Behavioral Decision Research: An Overview.” In Handbook of Perception and Cognition: Measurement, Judgment, and Decision Making, edited by M. Birnbaum, 303–59. Academic Press, 1998.
  - Luce, M. F. “Buying More than We Can Use: Factors Influencing Forecasts of Consumption Quantity.” In Advances in Consumer Research, edited by B. Sternthal and J. Sherry, 19:584–89. Ann Arbor, MI: Association for Consumer Research, 1991.
  - Luce, M. F. “Consumer Decision Making (In preparation).” In The Wiley Blackwell Handbook of Judgment and Decision Making, n.d.
  - Luce, M. F. “Consideration of Inhibition as a Mechanism in Decision Processes.” In Advances in Consumer Research, edited by B. Sternthal and J. Sherry, 19:161–65. Association for Consumer Research, n.d.
  - Luce, M. F., J. Bettman, and J. W. Payne. “Minimizing Negative Emotion as a Decision Goal: Investigating Emotional Trade-off Difficulty.” In The Why of Consumption, edited by J. W. Huffman, J. W. Mick, and J. W. Ratneshwar, n.d.
  - Luce, M. F., J. R. Bettman, and S. D. Bond. “Consumer Judgment from a Dual-Systems Perspective: Recent Evidence and Emerging Issues.” In Review of Marketing Research, edited by N. K. Malhotra, Vol. 4. Armonkm NY: ME Sharpe, n.d.
  - Luce, M. F., J. W. Payne, J. R. Bettman, and E. W. Johnson. “An Information Processing Perspective on Choice.” In Decision Making from a Cognitive Perspective: Psychology of Learning and Motivation, edited by J. R. Busemeyer, R. Hastie, and D. L. Medin, 32:137–75. Academic Press, n.d.
  - Luce, M. F., J. W. Payne, and J. R. Bettman. “The Impact of Emotional Trade-Off Difficulty on Decision Behavior (In preparation).” In Conflict and Tradeoffs in Decision Making: Essays in Honor of Jane Beattie, edited by G. Loomes and J. Baron, n.d.
- Conference Papers
  - Moorman, Christine, Mary Frances Luce, and James R. Bettman. “"Change, Change, Change: Evolving Health Guidelines, Preventive Health Behaviors, and Interventions to Mitigate Harm".” In Advances in Consumer Research, Vol Xxxvi, edited by A. L. McGill and S. Shavitt, 36:167–167. ASSOC CONSUMER RESEARCH, 2009.
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  - Moorman, Christine, Mary Frances Luce, and James R. Bettman. “"Evolving Health Guidelines: How Do Consumers Fare While Science Marches On?".” In Advances in Consumer Research, Vol 35, edited by A. Y. Lee and D. Soman, 35:119–20. ASSOC CONSUMER RESEARCH, 2008.
    Link to Item
  - LUCE, M. F. “BUYING MORE THAN WE CAN USE - FACTORS INFLUENCING FORECASTS OF CONSUMPTION QUANTITY.” In Advances in Consumer Research, Vol 19, edited by J. F. SHERRY and B. STERNTHAL, 19:584–88. ASSOC CONSUMER RESEARCH, 1992.
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Teaching & Mentoring
Recent Courses
Scholarly, Clinical, & Service Activities
Outreach & Engaged Scholarship
- Bass Connections Faculty Team Member. Age Differences in Economic Decision-making. August 2013 - May 2014 2013 - 2014

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Education, Training, & Certifications

Previous Appointments & Affiliations

Awards & Honors

Selected Grants

Selected Publications

Books

Academic Articles

Book Sections

Conference Papers

Recent Courses

Outreach & Engaged Scholarship