Valerie S. Folkes

Valerie S. Folkes champions interdisciplinary research on consumer psychology and marketing at the USC Marshall School of Business. As a Professor Emeritus of Marketing, she has dedicated her career to exploring how consumers respond to negative information and the attributions they make regarding service and product performance. Her work has significantly contributed to the understanding of consumer behavior, particularly in how individuals process and react to unfavorable news about products and services. Throughout her illustrious career, Professor Folkes has published extensively in top-tier academic journals, making her a respected voice in the field of marketing. Her research has not only advanced academic knowledge but also provided practical insights for businesses aiming to improve customer satisfaction and loyalty. Her contributions have been recognized by her peers, as evidenced by her role on the editorial boards of several leading journals in marketing and consumer psychology. In addition to her research and editorial work, Valerie S. Folkes is a Fellow of the Consumer Psychology Division of the American Psychological Association. This prestigious recognition underscores her influence and leadership in the field, highlighting her commitment to advancing the understanding of consumer behavior through rigorous research and scholarship. Her work continues to inspire new generations of scholars and practitioners in marketing and consumer psychology.