"Consumer Perceptions of Costs and Benefits Associated with Complaining," in Refining Concepts and Measures of Consumer Satisfaction and Complaining Behavior, R. Day and H. Hunt (editors), 50-53, 1980.
Graduate Programs Office,
Marketing
Marsha Richins
Associate Dean of Graduate Programs and Research, 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
"What is Product Importance? A Theoretical Analysis and Synthesis," with M.L. Richins, Theoretical Developments in Marketing, C. Lamb and P. Dunne (editors) Chicago: American Marketing Association, 190-193, 1980.
"Consumer Complaining Processes: A Comprehensive Model," in New Dimensions of Consumer Satisfaction and Complaining Behavior, R. Day and H. Hunt (editors), 30-34, 1979.
Richins, Marsha L., K. Matthews and D. Glass (1977), "The Mother-Child Observation Study of Type A-Type B Behavior," reported in D. Glass et al., Behavior Patterns, Stress, and Coronary Disease, Hillsdale, NJ : Lawrence Erlbaum Associates.