Mary Frances Luce Faculty Profile

Mary Frances Luce
Associate Professor of Marketing

PhD, Duke University, 1994; BS, Ball State University, 1989

Research Areas
Decision making for high-stakes decisions involving stress and negative emotion; medical decision making from the patient/consumer perspective; determinants of reactions to conflict in choice environments

Current Projects
Determinants of (positive) reactions to variety versus (negative) reactions to conflict as choices become more complex; determinants of consumer decisions to obtain medical tests; psychological measurement of decision conflict; decision support system design for consumer-mediated product design in website environments

Academic Positions Held
Wharton: 1994-present.

Career and Recent Professional Awards; Teaching Awards
Leo Melamed Prize, (with J.R. Bettman and J.W. Payne), Journal of Business, 2000; Robert Ferber Award (best dissertation-based article), Journal of Consumer Research, 1998

Representative Publications
(with J.R. Bettman, and J.W. Payne)
"Tradeoff Difficulty: Determinants and Consequences for Consumer Decisions." Monographs of the Journal of Consumer Research Series 1 (Fall 2001).

(with B.E. Kahn)
"Avoidance or Vigilance? The Psychology of False Positive Test Results." Journal of Consumer Research 26 (December 1999).

(with J.R. Bettman and J.W. Payne)
"Emotional Tradeoff Difficulty and Choice." Journal of Marketing Research 36 (May 1999).

(with J.R. Bettman and J.W. Payne)
"Constructive Consumer Choice Processed." Journal of Consumer Research 25 (December 1998).

"Choosing to Avoid: Coping with Negatively Emotion-Laden Consumer Decisions." Journal of Consumer Research 24 (March 1998).