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Marketing professor earns top honor in consumer research

Marsha Richins

Marsha Richins

Dec. 17, 2020

Marsha Richins, professor of marketing at the Trulaske College of Business, was named a 2020 Association of Consumer Research (ACR) Fellow. Prior to Richins, only 30 people in the field of consumer research had been nominated since the organization was founded in 1980.

Although the 2020 ACR conference — slated for Oct. 1 through 4 in Paris, France — ended up going virtual due to COVID-19, Richins was given the opportunity to address her peers. “I’ve had a lifetime of pursuing challenging questions, meeting interesting people and working with phenomenal students,” Richins stated at the top of her address.

“Consumption is an essential support system that allows us to live and thrive,” she told the digital crowd. “Consumption allows us to reach some of our most cherished life goals: to stay alive and be healthy, to be safe and connected to others, and to help our children flourish. It can help us reach the heights of joy, celebrate important milestones, and communicate who we are or want to be.”

She ended her address by asking her fellow consumer scholars to look into ways they could add to the overall improvement of consumption quality for all consumers — especially those with low incomes whose financial troubles have been exacerbated by the COVID-19 health pandemic.

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