Richins, Marsha L. and S. Dawson (1992), "A Consumer Values Orientation for Materialism and Its Measurement: Measure Development and Validation," Journal of Consumer Research, 19 (December), 303-316.
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
Bloch, Peter, Marsha L. Richins and E. McQuarrie (1992), "How Enduring and Situational Involvement Combine to Create Involvement Responses," Journal of Consumer Psychology, 1:2, 143-154.
"Media Images, Materialism, and What Ought to Be: The Role of Social Comparison," in Meaning, Measure, and Morality of Materialism, with F. Rudmin (editors), Provo, UT: Association for Consumer Research, 202-206, 1992.
"An Exploration of Materialism and Consumption-Related Affect," with K. McKeage and D. Najjar, Advances in Consumer Research, J. Sherry, Jr. and B. Sternthal (editors), 19, 229-236, 1992.
Richins, Marsha L. (1991), "Social Comparison and the Idealized Images of Advertising," Journal of Consumer Research, 18 (June), 71-83. Reprinted, Classic Articles on Gender and Advertising, L. Scott (editor), University of Chicago Press, 2003.