Richins, Marsha L. (1983), "Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study," Journal of Marketing, 47 (Winter), 68-78.
Marketing
Marsha Richins
Professor of Marketing and Bailey K. Howard World Book Chair of Marketing
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
Richins, Marsha L. (1983), "An Analysis of Consumer Interaction Styles in the Marketplace," Journal of Consumer Research, 10 (June), 73-82. Featured in the Word of Mouth Marketing Association Newsletter and blog, November 2006.
"Word-of-Mouth as an Expression of Product Dissatisfaction," in International Fare in Consumer Satisfaction and Complaining Behavior, R. Day and H. Hunt (editors), 100-104, 1983.
"Shopping Without Purchase: An Investigation of Consumer Browsing Behavior," with M.L. Richins, Advances in Consumer Research, R.P. Bagozzi and A.M. Tybout, (editors) Ann Arbor, MI: Association for Consumer Research, 10, 389-393, 1983.
Bloch, Peter and Marsha L. Richins (1983), "A Theoretical Model for the Study of Product Importance Perceptions," Journal of Marketing, 47 (Summer), 69-81.