Valerie S. Folkes

Expert in consumer behavior, especially the effects of stereotypes and negative information on consumer choices

USC Associates Chair in Business Administration

Professor of Marketing

USC Marshall School of Business


  • consumer psychology
  • consumer decision making
  • customer service
  • customer satisfaction with products
    and services
  • handling customer complaints
  • market research
  • marketing
  • branding

Additional Information

  • Editor of Attribution Theory: Applications to Achievement, Mental
    Health and Interpersonal Conflict
  • Fellow, American Psychological Association

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