Richins, Marsha L. and Bronislaw J. Verhage (1985), "Seeking Redress for Consumer Dissatisfaction: The Role of Attitudes and Situational Factors," Journal of Consumer Policy, 8 (March), 29-44.
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. and Bronislaw J. Verhage (1985), "Cross-Cultural Differences in Consumer Attitudes and Their Implications for Complaint Management," International Journal of Research in Marketing, 2, 197-206.
"Factors Affecting the Level of Consumer-Initiated Complaints to Marketing Organizations," in Consumer Satisfaction, Dissatisfaction and Complaining Behavior, H. Hunt and R. Day (editors), 82-84, 1985.
"The Role of Product Importance in Complaint Initiation," in Consumer Satisfaction, Dissatisfaction and Complaining Behavior, H. Hunt and R. Day (editors), 50-53, 1985.
"Word of Mouth Communication as Negative Information," Advances in Consumer Research, T. Kinnear, 11, 697- 702, 1984.