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

Phone: 
213-740-5056
Education: 
PhD, UCLA; BA, University of Texas

Overview

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.

Research

MacInnis, D. J., Folkes, V. S., and Uhalde, A. (2013) "Mapping Brand Betrayal: Phenomenology, Antecedents, Consequences and Marketing Implications,".
, K. S., Folkes, V. S., MacInnis, D. J., and , P. C. (2013) "The Way a Salesperson Manages Service Providers influences Customers' Anger about Problems," Journal of Personal Selling and Sales Management, 33 (Winter), 69-79.
Folkes, V. S., and Matta, S. (2013) "When a Product Takes on Characteristics of the Person Who Created It: Sometimes It Sounds Sweeter," Journal of Consumer Psychology, 23 (1), 19-35.
Folkes, V. S. (2011) "Changes in the Consequences of Consumer Envy Due to Ease of Coping and Social Comparison Targets," Academy of Marketing Science Review, 1 (3/4).
Folkes, V. S., "Consumers' Causal Inferences and Their Judgments," in Alba, J., eds., Consumer Insights: Findings from Behavioral Research, MSI, Boston, MA 2011.
Porath, C. L., MacInnis, D. J., and Folkes, V. S. (2011) "It's Unfair: Why Customers Who Merely Observe an Uncivil EMployee Abandon the Company," Journal of Service Research, 14 (August), 302-317.
Porath, C. L., MacInnis, D. J., and Folkes, V. S. (2010) "Witnessing Incivility Among Employees: Effects on Consumer Anger, Global Judgments and Repatronage," Journal of Consumer Research, 37 (August), 292-302.
MacInnis, D. J., and Folkes, V. S. (2010) "The Disciplinary Status of Consumer Behavior: A Sociology of Science Perspective on Key Controversies," Journal of Consumer Research, 36 (December), 899-914.
Reimer, A., and Folkes, V. S. (2009) "Consumers' Inferences about Quality Across Diverse Service Providers," Psychology and Marketing, 26 (12), 1066-1078.
Kamins, M. A., Folkes, V. S., and Fedorikhin, A. (2009) "Promotional Bundles and Consumers' Price Judgements: When the Best Things in Life Aren't Free," Journal of Consumer Research, 36 (December), 660-670.
Wong, K., and Folkes, V. S. (2008) "Country-of-Origin Effects on Consumers' Attributions and Word-of-Mouth Communications about Services," Advances in Consumer Research 136-138.
Reimer, A., and Folkes, V. S. (2008) "The Influence of Information Valence and Managerial Control on Consumers' Inferences Across Service Providers," Marketing - Journal of Research & Management (1), 14-23.
Johnson, A., and Folkes, V. S. (2007) "How Consumers' Assessments of the Difficulty of Manufacturing a Product Influence Quality Perceptions of the Firm's Other Products," Journal of the Academy of Marketing Science, 35 (3), 317-328.
Folkes, V. S., and Matta, S., "2," in Malhotra, N., eds., Review of Marketing Research, M.E. Sharpe, Armonk, NY 2007.
Matta, S., and Folkes, V. S. (2005) "Inferences about Firms from Counter-Stereotypical Service Providers," Journal of Consumer Research, 32 (September), 196-206.
Folkes, V. S., and Matta, S. (2004) "The Effect of Package Shape on Consumers' Judgments of Product Volume," Journal of Consumer Research, 31 ((July)), 390-401.
Kamins, M., Dreze, X., and Folkes, V. S. (2004) "Effects of Seller-Supplied Prices on Buyers' Product Evaluations: Reference Prices in an Internet Auction Context," Journal of Consumer Research, 30 (March), 622-628.
Folkes, V. S. (2004) "More Than Meets the Eye," University of Southern California Marshall Magazine 30-32.
Folkes, V. S., and Patrick, V. (2003) "Positivity Effects for Services: Seen One, Seen Them All?," Journal of Consumer Research, 30 (June), 125-137.
Folkes, V. S., and Whang, Y. (2003) "Account-Giving for a Corporate Transgression Influences Moral Judgment: When Those Who 'Spin' Condone Harm-Doing," Journal of Applied Psychology, 88 (1), 79-86.
DeMello, G., MacInnis, D. J., and Folkes, V. S. (2003) "Hoping There's Nothing to Fear: A Matter of Framing," Association for Consumer Research, 29.
Patrick, V., MacInnis, D. J., and Folkes, V. S. (2002) "Approaching What We Hope For and Avoiding What We Fear: The Role of Possible Selves in Consumer Behavior," Association for Consumer Research, 29, 270-276.
Folkes, V. S. (2002) "Consumer Behavior Is Different," Advances in Consumer Research, 29, 1-4.
Patrick, V., and Folkes, V. S. (2002) "Whodunnit? Accessibility of Blameworthiness in the Firestone Tire Recall," Enhancing Knowledge Development in Marketing, 13, 8-13.
Folkes, V. S. (2001) "Honoring and Recognizing Outstanding Consumer Research," Newsletter of the Association for Consumer Research (Summer).
Folkes, V. S. (2001) "ACR from the 20th to the 21st Century: What the Numbers Tell Us," Newsletter of the Association for Consumer Research (Spring).
Martin, I., and Folkes, V. S. (2001) "Product Instructions as a Means of Fulfilling Consumer Usage Goals," European Advances in Consumer Research 215-220.
Stewart, D., Folkes, V. S., and Martin, I., "15, pp 335-371," in Bloom, P., and Gundlach, G., eds., Handbook of Marketing and Society, Thousand Oaks/Sage 2001.
Folkes, V. S. (2001) "Seeking Knowledge in Our Favorite Spots," Newsletter of the Association for Consumer Research (Fall).
Folkes, V. S., and Patrick, V. (2001) "Consumers' Perceptions of Blame in the Firestone Tire Recall," Marketing and Public Policy, 11, 26-33.
Ackerman, D., Folkes, V. S., and MacInnis, D. J. (2000) "Social Comparisons of Possessions: When It Feels Good and When It Feels Bad," Association for Consumer Research, 27.
Folkes, V. S., and Kamins, M. (1999) "Effects of Information about Firms Ethical and Unethical Actions on Consumers," Journal of Consumer Psychology, 8 (3), 243-259.
Lassar, W., Folkes, V. S., Costley, C., and Grewal, D. (1998) "Consumers' Affective Reactions to Product Problems When the Timing of Warranty Expiration Varies," Journal of Business Research (42), 265-270.
Kamins, M. A., Folkes, V. S., and Perner, L. E. (1997) "Consumer Response to Rumor: Good News, Bad News," Journal of Consumer Psychology, 6 (2), 165-187.
Folkes, V. S., and Wheat, R. (1995) "Consumers' Price Perceptions of Promoted Products," Journal of Retailing, 71 (3), 317-328.
Folkes, V. S., "How Consumers Form Expectancies About Service Quality," in Oliver, R., and Winer, R., eds., Frontiers in Service Quality, Sage, Newbury Park, CA 1994.
Folkes, V. S., Martin, I., and Gupta, K. (1993) "When to Say When: Effects of Supply on Usage," Journal of Consumer Research, 20 (December), 467-477.
Folkes, V. S. (1993) "Attributions for Being a Junkie," Contemporary Psychology, 38 (5), 488.
Curren, M. T., Folkes, V. S., and Steckel, J. H. (1992) "Explanations for Successful and Unsuccessful Marketing Decisions: The Decision Maker's Perspective," Journal of Marketing, 56 (April), 18-31.
Folkes, V. S., and Kiesler, T., "8, 281-315," in Robertson, T., and Kassarjian, H., eds., Handbook of Consumer Behavior, New Jersey/Prentice-Hall 1991.
Graham, S., and Folkes, V. S., Attribution Theory: Applications to Achievement, Mental Health, and Interpersonal Conflict, New Jersey/Erlbaum 1990.
Folkes, V. S., "9, 143-160," in Graham, S., and Folkes, V., eds., Attribution Theory: Applications to Achievement, Mental Health, and Interpersonal Conflict, New Jersey/Erlbaum 1990.
Folkes, V. S. (1988) "Recent Attribution Research in Consumer Behavior: A Review and New Directions," Journal of Consumer Research, 15, 548-565.
Folkes, V. S. (1988) "Perceived Risk and the Availability Heuristic," Journal of Consumer Research, 15 (June), 13-23.
Weiner, B., Amirkhan, J., Folkes, V. S., and Verette, J. (1987) "An Attributional Analysis of Excuse Giving: Studies of a Naive Theory of Emotion," Journal of Personality and Social Psychology, 52 (2), 316-324.
Curren, M., and Folkes, V. S. (1987) "Attributional Influences on Consumers' Desires to Communicate About Products," Psychology and Marketing, 4, 31-45.
Goodchilds, J., and Folkes, V. S. (1987) "On the Submission and Processing of Division 8 Program Presentations for the APA Convention," Personality and Social Psychology Bulletin, 13 (December), 490-496.
Folkes, V. S., Koletsky, S., and Graham, J. (1987) "A Field Study of Causal Inferences and Consumer Reaction: The View from the Airport," Journal of Consumer Research, 13 (March), 534-539.
Folkes, V. S. (1987) "The Role of Attributions in Consumer Decision-Making," Proceedings of the Division of Consumer Psychology 96-99.
Folkes, V. S., and Kotsos, B. (1986) "Buyers and Sellers Explanations for Product Failure: Who Done It," Journal of Marketing, 50 (April), 74-80.
Folkes, V. S. (1985) "Mindlessness or Mindfulness: A Partial Replication and Extension of Langer, Blank and Chanowitz," Journal of Personality and Social Psychology, 48 (3), 600-604.
Folkes, V. S., and Marcoux, R. (1984) "Beauty and the Attributions of the Beholder," Journal of Experimental Social Psychology, 20 (November), 514-530.
Folkes, V. S. (1984) "Consumer Reaction to Product Failure: An Attributional Approach," Journal of Experimental Social Psychology, 10 (March), 398-409.
Folkes, V. S. (1984) "An Attributional Approach to Postpurchase Conflict Between Buyers and Sellers," Advances in Consumer Research, 11, 500-503.
Folkes, V. S. (1982) "Communicating the Reasons for Social Rejection," Journal of Experimental Social Psychology, 18 (May), 235-252.
Folkes, V. S. (1982) "Forming Relationships and the Matching Hypothesis," Personality and Social Psychology Bulletin, 8, 631-636.
Folkes, V. S., and Morganstern, D. (1981) "Account-Giving and Social Perception," Personality and Social Psychology Bulletin, 7, 451-458.
Folkes, V. S., and Sears, D. O. (1977) "Does Everybody Like a Liker?," Journal of Experimental Social Psychology, 13 (November), 505-519.
Folkes, V. S., and Weiner, B. (1977) "Motivational Determinants of Coalition Formation," Journal of Experimental Social Psychology, 13, 536-542.
Meyer, W., Folkes, V. S., and Weiner, B. (1976) "The Perceived Information Value and Affective Consequences of Choice Behavior and Intermediate Difficulty Task Selection," Journal of Research in Personality, 10, 410-423.
Wicklund, R., Folkes, V. S., Slattum, , and Solomon, E. (1970) "Effect of Implied Pressure Toward Commitment on Ratings of Choice," Journal of Experimental Social Psychology, 6, 449-457.
Folkes, V. S., Koppitsch, S., MacInnis, D. J., and Porath, C. "Reprimanding the Wrongdoer: Expanding the Firm's Repetroire of Responses to Consumer Complaints,".