University of Southern California

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Marlene Towns
Assistant Professor of Clinical Marketing

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

Phone: 
213-740-7123
marlene@marshall.usc.edu
Education: 
PhD, Duke University; BS, University of Virginia

Overview

Marlene Towns' research has been published in the Journal of Consumer Affairs, Journal of Marketing, and Marketing News. She is a reviewer for the Journal of Consumer Research, the Society for Consumer Psychology, and the Association for Consumer Research, among others. Professor Towns has consulted for a variety of organizations, including AT&T, Pepsi Cola Co., Exxon Corp, the New York State Attorney General's Office and the US State Department and has taught an executive education course in marketing for the Association of Film Commissioners Association International.

Research

Retail with a Side of Religion: Examining the use of religiosity within retail strategy • 2010
Hip Hop Heard Round the World: Consumer Implications of Urban Identification in the U.S. and Hong Kong • 2010
An examination of demographic differences in home video purchase and consumption • 2009
Holy Shopping Habits: Investigating Consumer Responses to the Marketplace Practices of Quietly Christian Components • 2009
Who is in Control?: The Role of Self-Perception, Knowledge and Income in Explaining Consumer Financial Behavior • 2005
On the Come Up: Hip Hop Makes Multicultural Mainstream • 2004
The Animosity Model of Foreign Product Purchase: A Study in the People's Republic of China • 1998
An Examination of Cross Cultural Researcher Bias in Experimental Data Collection • 1997
Defining Urban Identification: Its Relationship to Selected Aspects of Consumer Behavior
Degrees of Targeted Advertising
Smoking Their Own Dope?: The Relationship Between Urban Identification and Youth Smoking, Drug Use, and Alcohol Consumption
Teaching in the Era of IMC
The Effects of Individual Differences in Consumer Financial Knowledge: the Effects of Locus of Control
Turning Browsers into Buyers: Effects of Process Transparency on Consumer Reliability Perceptions and Preference
Who IS the Luxury Consumer?