Image: Marsha Richins
Marketing

Marsha Richins

Professor of Marketing and Bailey K. Howard World Book Chair of Marketing
Office
430 Cornell Hall
Address

700 Tiger Avenue
Columbia, MO 65211

Marsha Richins is a Professor of Marketing and Bailey K. Howard World Book Chair of Marketing at the Robert J. Trulaske, Sr. College of Business at the University of Missouri. She is past president of the Association for Consumer Research, a Fellow of the Society for Consumer Psychology, a Fellow of the Association for Consumer Research and a past associate editor for the Journal of Consumer Research. Her research interests include the study of consumer values (especially materialism), the role products play in people's lives, and the influence of advertising on self-perceptions and perceived quality of life. Professor Richins has published in many academic journals, including the Journal of Consumer Research, Journal of Marketing, Journal of Consumer Psychology and American Behavioral Scientist, among others. She is director of the Marketing Analytics Certificate programs (graduate and undergraduate) and teaches applied statistics.

Education

PhD, University of Texas at Austin; MBA, University of Texas at Austin; MA, University of Texas at Austin; BA, California State University

Publications

Roster, Catherine A. and Marsha L. Richins (2009), "Ambivalence and Attitudes in Consumer Replacement Decisions," Journal of Consumer Psychology, 19 (January), 48-61.

Richins, Marsha L. (2007), "Consumption Emotions,"  in Product Experience:  Perspectives on Human-Product Interaction, Hendrick N.J. Schifferstein and Paul Hekkert (editors), Amsterdam:  Elsevier, 399-422.

Richins, Marsha L. (2005), "What Consumers Desire: Goals and Motives in the Consumption Environment," in Inside Consumption: Consumer Motives, Goals, and Desires, S. Ratneshwar and D.G. Mick (editors), London: Routledge.

Richins, Marsha L. (2004), “The Material Values Scale: A Re-inquiry into Its Measurement Properties and the Development of a Short Form,” Journal of Consumer Research, 31 (June), 209-219.

Marsha Richins (2004) ,"Special Session Summary the Positive and Negative Consequences of Materialism: What Are They and When Do They Occur?", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 232-235