Michael Luchs

Michael Luchs

Shook Term Distinguished Professor, Chair of Marketing Department

Dean's Research Fellow: 2022-2024
Area: Marketing
Phone: 757-221-2906
Email: [[m|michael.luchs]]
Office: Miller Hall 3084
CV: {{https://mason.wm.edu/faculty/documents/luchs-cv-8.16.2022.pdf, PDF}}


Dr. Michael G. Luchs is a Professor at William & Mary's Raymond A. Mason School of Business, and Director of the Jim and Bobbie Ukrop Innovation & Design Studio (ukropstudio.mason.wm.edu). He earned his Ph.D. from the University of Texas at Austin in 2008. Dr. Luchs also earned an M.S. in Marketing from the University of Texas at Austin, an M.B.A. from the University of Virginia's Darden Graduate School of Business, as well as a B.S. in Engineering and a B.A. in Psychology from Tufts University.

His research interests include consumer wisdom, sustainable consumption, and product design.  He has won "best paper" awards from the Journal of Product Innovation Management (2011), the American Marketing Association's 2010 Marketing & Public Policy Conference and the Association for Consumer Research's 2007 conference on Transformative Consumer Research. Dr. Luchs' research has been published in the Journal of Marketing, Journal of Consumer Psychology, Journal of Product Innovation Management, Journal of Public Policy & Marketing, Journal of Consumer Policy, and the Journal of Business Research, amongst others.

Dr. Luchs has won multiple teaching awards including the 2012 Page Prize for Sustainability Issues in Business Curricula and the student-nominated Faculty Excellence Award. He currently teaches both undergraduate and graduate courses including “Customer Insights for Innovation,” “Sustainability Inspired Innovation & Design” and "New Product Development."

Prior to earning his Ph.D., Dr. Luchs worked for over a decade as a consultant and as a manager in industry. As a Principal with the consulting firm Pittiglio, Rabin, Todd & McGrath (now PwC), Dr. Luchs worked with a broad client base to improve their product development and marketing practices and performance. Clients included Fortune 500 companies as well as SMBs in the consumer packaged goods, consumer durables, computing and telecommunications equipment, and telecommunications services industries. In addition to his consulting experience, Dr. Luchs worked in industry as the Sr. VP of Marketing for Labtec Inc. (now Logitech), and as a Product Manager for Black & Decker.

Recent Publications

Consumer Wisdom for Personal Well‐Being and the Greater Good: Scale Development and Validation 

Design Thinking: New Product Development Essentials from the PDMA

Areas of Interest/Expertise
  • Consumer Wisdom
  • Innovation and New Product Development
  • Sustainability & Sustainable Consumption