"The Role of Involvement and Opinion Leadership in Consumer Word-of-Mouth: An Implicit Model Made Explicit," with T. Root-Shaffer, Advances in Consumer Research, M. Houston (editor), 15, 32-36, 1988.
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
Bloch, Peter and Marsha L. Richins (1988), "The Role of Situational and Enduring Involvement in Post-Purchase Product Evaluation," Journal of Consumer Satisfaction, 1, 10-15.
Richins, Marsha L., W. Black and C.F. Sirmans (1987), "Strategic Orientation and Marketing Strategy: An Analysis of Residential Real Estate Brokerage Firms," Journal of Real Estate Research, 2 (Winter), 41-54.
Verhage, Bronislaw J. and Marsha L. Richins (1987), "Beter Klagende Klanten dan Ontevreden Kopers," Tijdschrift voor Marketing, November, 26-35.
Richins, Marsha L. (1987), "A Multivariate Analysis of Responses to Dissatisfaction," Journal of the Academy of Marketing Science, 15 (Fall), 24-31.