University of Southern California

Valerie Folkes
USC Associates Chair in Business Administration and Professor of Marketing

USC Marshall School of Business
Los Angeles, CA 90089-0808

PhD, UCLA; BA, University of Texas


Valerie Folkes studies consumers' responses to negative information and attributions for service and product performance. Her research has been widely published, including in the Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Marketing. She serves on the editorial review board of the Journal of Consumer Research and Journal of Marketing, and was an area editor for the Journal of Consumer Psychology. Professor Folkes served as president of the Association for Consumer Research in 2001, and is a Fellow of the Consumer Psychology Division of the American Psychological Association.


Mapping Brand Betrayal: Phenomenology, Antecedents, Consequences and Marketing Implications 2013
The Way a Salesperson Manages Service Providers influences Customers' Anger about Problems 2013
When a Product Takes on Characteristics of the Person Who Created It: Sometimes It Sounds Sweeter 2013
Changes in the Consequences of Consumer Envy Due to Ease of Coping and Social Comparison Targets 2011
Consumers' Causal Inferences and Their Judgments 2011
Consumers' Inferences about Quality Across Diverse Service Providers 2009
Promotional Bundles and Consumers' Price Judgements: When the Best Things in Life Aren't Free 2009
Country-of-Origin Effects on Consumers' Attributions and Word-of-Mouth Communications about Services 2008
The Effect of Package Shape on Consumers' Judgments of Product Volume 2004
More Than Meets the Eye 2004
Positivity Effects for Services: Seen One, Seen Them All? 2003
Account-Giving for a Corporate Transgression Influences Moral Judgment: When Those Who 'Spin' Condone Harm-Doing 2003
Consumer Behavior Is Different 2002
Whodunnit? Accessibility of Blameworthiness in the Firestone Tire Recall 2002
ACR from the 20th to the 21st Century: What the Numbers Tell Us 2001
Consumer Response to Warnings and Other Types of Product Hazard Information: Future Public Policy and Research Directions 2001
Consumers' Perceptions of Blame in the Firestone Tire Recall 2001
Honoring and Recognizing Outstanding Consumer Research 2001
Product Instructions as a Means of Fulfilling Consumer Usage Goals 2001
Seeking Knowledge in Our Favorite Spots 2001
Effects of Information about Firms Ethical and Unethical Actions on Consumers 1999
Consumers' Affective Reactions to Product Problems When the Timing of Warranty Expiration Varies 1998
Consumer Response to Rumor: Good News, Bad News 1997
Consumers' Price Perceptions of Promoted Products 1995
How Consumers Form Expectancies About Service Quality 1994
When to Say When: Effects of Supply on Usage 1993
Attributions for Being a Junkie 1993
Explanations for Successful and Unsuccessful Marketing Decisions: The Decision Maker's Perspective 1992
Social Cognition: Consumers' Inferences about the Self and Others 1991
Attribution Theory: Applications to Achievement, Mental Health, and Interpersonal Conflict 1990
Conflict in the Marketplace: Explaining Why Products Fail 1990
Recent Attribution Research in Consumer Behavior: A Review and New Directions 1988
Perceived Risk and the Availability Heuristic 1988
A Field Study of Causal Inferences and Consumer Reaction: The View from the Airport 1987
An Attributional Analysis of Excuse Giving: Studies of a Naive Theory of Emotion 1987
Attributional Influences on Consumers' Desires to Communicate About Products 1987
On the Submission and Processing of Division 8 Program Presentations for the APA Convention 1987
The Role of Attributions in Consumer Decision-Making 1987
Buyers and Sellers Explanations for Product Failure: Who Done It 1986
Mindlessness or Mindfulness: A Partial Replication and Extension of Langer, Blank and Chanowitz 1985
An Attributional Approach to Postpurchase Conflict Between Buyers and Sellers 1984
Beauty and the Attributions of the Beholder 1984
Consumer Reaction to Product Failure: An Attributional Approach 1984
Communicating the Reasons for Social Rejection 1982
Forming Relationships and the Matching Hypothesis 1982
Account-Giving and Social Perception 1981
Does Everybody Like a Liker? 1977
Motivational Determinants of Coalition Formation 1977
The Perceived Information Value and Affective Consequences of Choice Behavior and Intermediate Difficulty Task Selection 1976
Effect of Implied Pressure Toward Commitment on Ratings of Choice 1970
Reprimanding the Wrongdoer: Expanding the Firm's Repetroire of Responses to Consumer Complaints