Richins, Marsha L. and B. Verhage (1987), "Assertiveness and Aggression in Marketplace Exchanges: Testing Measure Equivalence," Journal of Cross-Cultural Psychology, 18 (March), 93-105.
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
"Media, Materialism, and Human Happiness," Advances in Consumer Research, M. Wallendorf and P. Anderson (editors), 14, 352-356, 1987.
"Competitive Market Structure and Strategies in the Service Sector: A Case Study of the Baton Rouge Residential Real Estate Market," with W. Black, Real Estate Institute Reports, Louisiana State University, 1987.
Bloch, Peter and Marsha L. Richins (1986), "After the New Wears Off: The Temporal Context of Product Involvement," Journal of Consumer Research, 13 (September), 280-285.
"Adapting Psychometric Measures for Use in Cross-Cultural Consumer Research," Proceedings of the 1986 Annual Meeting of the Decision Sciences Institute, 519, 1986.