Dr. Valerie Folkes

Biography

Valerie Folkes is a Professor Emeritus at the University of Southern California Marshall School of Business, specializing in marketing. Her research primarily focuses on consumers' responses to negative information and attributions related to service and product performance. Folkes has published extensively in reputable journals, including the Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Marketing. She has also contributed to these fields as an Associate Editor and Area Editor, showcasing her influence within the academic community. In 2001, she served as president of the Association for Consumer Research, highlighting her leadership role in shaping consumer behavior research. Folkes’ academic work provides valuable insights into consumer psychology, particularly regarding brand relationships and moral judgments about brands based on employee behavior. She engages in various editorial roles, maintaining an active presence in advancing marketing research.

Research Interests