Valerie Folkes

Professor Emeritus of Marketing

PhD, University of California, Los Angeles; BA, University of Texas at Austin
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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, the Journal of Consumer Psychology and Journal of Marketing. She is an Associate Editor for the Journal of Consumer Research 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

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Martin Reimann, Deborah MacInnis, Valerie Folkes, Arianna Uhalde, Gratiana Pol () "Insight into the Experience of Brand Betrayal From What People Say and What the Brain Reveals ,"  Journal of the Association for Consumer Research  3, 240-254.
Allison Johnson, Valerie Folkes, Juan Wang () "When One Bad Apple Spoils Consumers' Judgments of Brands ,"  Journal of the Academy of Marketing Science  46, 725-243.
Valerie Folkes () "Why Hire Someone Who Does Not Fit Consumers' Stereotypes? ,"  Mapping Out Marketing: Navigation Lessons from the Ivory Trenches  Routledge, 21.
Deborah MacInnis, Valerie Folkes () "Humanizing Brands: When Brands Seem to Be Like Me, Part of Me, and in a Relationship with Me ,"  Journal of Consumer Psychology  27, 355-374.
Valerie Folkes, Shashi Matta () "When a Product Takes on Characteristics of the Person Who Created It: Sometimes It Sounds Sweeter ,"  Journal of Consumer Psychology  23, 19-35.
Valerie Folkes () "Changes in the Consequences of Consumer Envy Due to Ease of Coping and Social Comparison Targets ,"  Academy of Marketing Science Review  1.
Valerie Folkes () "Consumers' Causal Inferences and Their Judgments ,"  Consumer Insights: Findings from Behavioral Research  MSI.
Christine Porath, Deborah MacInnis, Valerie Folkes () "It's Unfair: Why Customers Who Merely Observe an Uncivil EMployee Abandon the Company ,"  Journal of Service Research  14, 302-317.
Christine Porath, Deborah MacInnis, Valerie Folkes () "Witnessing Incivility Among Employees: Effects on Consumer Anger, Global Judgments and Repatronage ,"  Journal of Consumer Research  37, 292-302.
Deborah MacInnis, Valerie Folkes () "The Disciplinary Status of Consumer Behavior: A Sociology of Science Perspective on Key Controversies ,"  Journal of Consumer Research  36, 899-914.
Anja Reimer, Valerie Folkes () "Consumers' Inferences about Quality Across Diverse Service Providers ,"  Psychology and Marketing  26, 1066-1078.
Michael Kamins, Valerie Folkes, Alexander Fedorikhin () "Promotional Bundles and Consumers' Price Judgements: When the Best Things in Life Aren't Free ,"  Journal of Consumer Research  36, 660-670.
Ka Chat Andrew Wong, Valerie Folkes () "Country-of-Origin Effects on Consumers' Attributions and Word-of-Mouth Communications about Services ,"  Advances in Consumer Research, 136-138.
Anja Reimer, Valerie Folkes () "The Influence of Information Valence and Managerial Control on Consumers' Inferences Across Service Providers ,"  Marketing - Journal of Research & Management, 14-23.
Allison Johnson, Valerie Folkes () "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, 317-328.
Valerie Folkes, Shashi Matta () "How Much to Use? An Action Goal Approach to Understanding Factors Influencing Consumption Quantity ,"  Review of Marketing Research  M.E. Sharpe, 2  4, 33-62.
Shashi Matta, Valerie Folkes () "Inferences about Firms from Counter-Stereotypical Service Providers ,"  Journal of Consumer Research  32, 196-206.
Valerie Folkes, Shashi Matta () "The Effect of Package Shape on Consumers' Judgments of Product Volume ,"  Journal of Consumer Research  31, 390-401.
Michael Kamins, Xavier Dreze, Valerie Folkes () "Effects of Seller-Supplied Prices on Buyers' Product Evaluations: Reference Prices in an Internet Auction Context ,"  Journal of Consumer Research  30, 622-628.
Valerie Folkes () "More Than Meets the Eye ,"  University of Southern California Marshall Magazine, 30-32.
Valerie Folkes, Vanessa Patrick () "Positivity Effects for Services: Seen One, Seen Them All? ,"  Journal of Consumer Research  30, 125-137.
Valerie Folkes, Yun-Oh Whang () "Account-Giving for a Corporate Transgression Influences Moral Judgment: When Those Who 'Spin' Condone Harm-Doing ,"  Journal of Applied Psychology  88, 79-86.
Gustavo DeMello, Deborah MacInnis, Valerie Folkes () "Hoping There's Nothing to Fear: A Matter of Framing ,"  Advances in Consumer Research  Association for Consumer Research  29.
Vanessa Patrick, Deborah MacInnis, Valerie Folkes () "Approaching What We Hope For and Avoiding What We Fear: The Role of Possible Selves in Consumer Behavior ,"  Advances in Consumer Research  Association for Consumer Research  29, 270-276.
Valerie Folkes () "Consumer Behavior Is Different ,"  Advances in Consumer Research  29, 1-4.
Vanessa Patrick, Valerie Folkes () "Whodunnit? Accessibility of Blameworthiness in the Firestone Tire Recall ,"  Enhancing Knowledge Development in Marketing  13, 8-13.
Ingrid Martin, Valerie Folkes () "Product Instructions as a Means of Fulfilling Consumer Usage Goals ,"  European Advances in Consumer Research, 215-220.
Valerie Folkes () "Seeking Knowledge in Our Favorite Spots ,"  Newsletter of the Association for Consumer Research.
Valerie Folkes () "ACR from the 20th to the 21st Century: What the Numbers Tell Us ,"  Newsletter of the Association for Consumer Research.
David Stewart, Valerie Folkes, Ingrid Martin () "Consumer Response to Warnings and Other Types of Product Hazard Information: Future Public Policy and Research Directions ,"  Handbook of Marketing and Society, 15, pp 335-371.
Valerie Folkes, Vanessa Patrick () "Consumers' Perceptions of Blame in the Firestone Tire Recall ,"  Marketing and Public Policy  11, 26-33.
Valerie Folkes () "Honoring and Recognizing Outstanding Consumer Research ,"  Newsletter of the Association for Consumer Research.
David Ackerman, Valerie Folkes, Deborah MacInnis () "Social Comparisons of Possessions: When It Feels Good and When It Feels Bad ,"  Advances in Consumer Research  Association for Consumer Research  27.
Valerie Folkes, Michael Kamins () "Effects of Information about Firms Ethical and Unethical Actions on Consumers ,"  Journal of Consumer Psychology  8, 243-259.
Walfried Lassar, Valerie Folkes, Carolyn Costley, Druv Grewal () "Consumers' Affective Reactions to Product Problems When the Timing of Warranty Expiration Varies ,"  Journal of Business Research, 265-270.
Michael Kamins, Valerie Folkes, Lars Perner () "Consumer Response to Rumor: Good News, Bad News ,"  Journal of Consumer Psychology  6, 165-187.
Valerie Folkes, Rita Wheat () "Consumers' Price Perceptions of Promoted Products ,"  Journal of Retailing  71, 317-328.
Valerie Folkes () "How Consumers Form Expectancies About Service Quality ,"  Frontiers in Service Quality  Sage, 108-122.
Valerie Folkes, Ingrid Martin, Kamal Gupta () "When to Say When: Effects of Supply on Usage ,"  Journal of Consumer Research  20, 467-477.
Valerie Folkes () "Attributions for Being a Junkie ,"  Contemporary Psychology  38, 488.
Mary Curren, Valerie Folkes, Joel Steckel () "Explanations for Successful and Unsuccessful Marketing Decisions: The Decision Maker's Perspective ,"  Journal of Marketing  56, 18-31.
Valerie Folkes, Tina Kiesler () "Social Cognition: Consumers' Inferences about the Self and Others ,"  Handbook of Consumer Behavior, 8, 281-315.
Sandra Graham, Valerie Folkes () "Attribution Theory: Applications to Achievement, Mental Health, and Interpersonal Conflict ,".
Valerie Folkes () "Conflict in the Marketplace: Explaining Why Products Fail ,"  Attribution Theory: Applications to Achievement, Mental Health, and Interpersonal Conflict, 9, 143-160.
Valerie Folkes () "Recent Attribution Research in Consumer Behavior: A Review and New Directions ,"  Perspectives in Consumer Behavior  Journal of Consumer Research, 4th edition  15, 548-565.
Valerie Folkes () "Perceived Risk and the Availability Heuristic ,"  Journal of Consumer Research  15, 13-23.
Valerie Folkes, Susan Koletsky, John Graham () "A Field Study of Causal Inferences and Consumer Reaction: The View from the Airport ,"  Journal of Consumer Research  13, 534-539.
Bernard Weiner, James Amirkhan, Valerie Folkes, Julie Verette () "An Attributional Analysis of Excuse Giving: Studies of a Naive Theory of Emotion ,"  Journal of Personality and Social Psychology  52, 316-324.
Mary Curren, Valerie Folkes () "Attributional Influences on Consumers' Desires to Communicate About Products ,"  Psychology and Marketing  4, 31-45.
Jacqueline Goodchilds, Valerie Folkes () "On the Submission and Processing of Division 8 Program Presentations for the APA Convention ,"  Personality and Social Psychology Bulletin  13, 490-496.
Valerie Folkes () "The Role of Attributions in Consumer Decision-Making ,"  Proceedings of the Division of Consumer Psychology, 96-99.
Valerie Folkes, Barbara Kotsos () "Buyers and Sellers Explanations for Product Failure: Who Done It ,"  Journal of Marketing  50, 74-80.
Valerie Folkes () "Mindlessness or Mindfulness: A Partial Replication and Extension of Langer, Blank and Chanowitz ,"  Journal of Personality and Social Psychology  48, 600-604.
Valerie Folkes, Ruth-Ellen Marcoux () "Beauty and the Attributions of the Beholder ,"  Journal of Experimental Social Psychology  20, 514-530.
Valerie Folkes () "Consumer Reaction to Product Failure: An Attributional Approach ,"  Journal of Experimental Social Psychology  10, 398-409.
Valerie Folkes () "An Attributional Approach to Postpurchase Conflict Between Buyers and Sellers ,"  Advances in Consumer Research  11, 500-503.
Valerie Folkes () "Communicating the Reasons for Social Rejection ,"  Journal of Experimental Social Psychology  18, 235-252.
Valerie Folkes () "Forming Relationships and the Matching Hypothesis ,"  Personality and Social Psychology Bulletin  8, 631-636.
Valerie Folkes, Diane Morganstern () "Account-Giving and Social Perception ,"  Personality and Social Psychology Bulletin  7, 451-458.
Valerie Folkes, David Sears () "Does Everybody Like a Liker? ,"  Journal of Experimental Social Psychology  13, 505-519.
Valerie Folkes, Bernard Weiner () "Motivational Determinants of Coalition Formation ,"  Journal of Experimental Social Psychology  13, 536-542.
Wulf-U Meyer, Valerie Folkes, Bernard Weiner () "The Perceived Information Value and Affective Consequences of Choice Behavior and Intermediate Difficulty Task Selection ,"  Journal of Research in Personality  10, 410-423.
Robert Wicklund, Valerie Folkes, Slattum, Ellen Solomon () "Effect of Implied Pressure Toward Commitment on Ratings of Choice ,"  Journal of Experimental Social Psychology  6, 449-457.