Judith Anne Folse

Judith Anne Garretson Folse

Ourso Family Distinguished Chair of Marketing Research
Professor, Department of Marketing
2111 Business Education Complex South
501 South Quad Drive
Baton Rouge, LA 70803
Email: folse@lsu.edu
Phone: 225-578-6539
Fax: 225-578-8616

Biographical Summary

Judith Anne Garretson Folse, Ph.D. is Professor and the Ourso Family Distinguished Chair in Marketing Research in the Department of Marketing at Louisiana State University. Her research focuses on consumer-based strategy through explorations of source and message effects (persuasion), consumption emotions (e.g., gratitude, pride, regret, empathy) and frontline employee (FLE)/customer interactions with theoretically and managerially relevant implications for advertising, services and B2C relationship marketing decisions. Her work has appeared in the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Retailing, Journal of Advertising, Psychology & Marketing, Journal of Advertising Research, Journal of Public Policy & Marketing, and Journal of Business Research among other journals and national conference proceedings. Professor Folse is the recipient of the Journal of Advertising Best Paper of the Year award, three College level research awards and five University recognized teaching awards while at LSU. Professor Folse has chaired or co-chaired multiple doctoral dissertations and served on the Editorial Review Boards for the Journal of Advertising, Journal of Public Policy & Marketing, Journal of Business Research and the Journal of Consumer Behaviour, and as an Associate Editor for the Journal of Consumer Marketing.

Awards & Honors

  • Excellence in Research Award, E. J. Ourso College of Business, 2017
  • 2013 Best Paper of the Year Winner, Journal of Advertising, 2013
  • Excellence in Research Award, E. J. Ourso College of Business, 2013
  • 2012 Best Paper of the Year Award Nominee, Journal of Advertising, 2012
  • Associate Professor Excellence in Teaching Award, E. J. Ourso College of Business, 2012
  • Hormel Teaching Excellence Award, Hormel Foods, 2010
  • Tiger Athletic Foundation (TAF) Teaching Award, E. J. Ourso College of Business, 2008
  • Summer Research Award, E. J. Ourso College of Business, 2007
  • E. J. Ourso College of Business Assistant Professor Excellence in Teaching Award, E. J. Ourso College of Business, 2005
  • Tiger Athletic Foundation (TAF) Teaching Award, E. J. Ourso College of Business, 2003

Interests

  • Teaching Interests: Promotion, Consumer Behavior, Experimental Design
  • Research Interests: Consumer-based strategy with an emphasis on source and message effects (persuasion), consumption emotions (e.g., gratitude, pride, regret, empathy) and frontline employee (FLE)/customer interactions with theoretically and managerially relevant implications for advertising, services and B2C relationship marketing decisions

Selected Research Publications

  • Lastner, M., Fennell, P., Folse, J., Rice, D., and Porter III, M.Wow! You Really Deserve That Price! The Impact of Other's Effort on Price Fairness Judgments . Psychology and Marketing.
  • Newman, C. L., Cinelli, M. D., Vorhies, D., and Folse, J. (2019). Benefiting Few at the Expense of Many? The Dark Side of Using Exclusivity in Customer Relationship Management. Journal of the Academy of Marketing Science (JAMS).
  • Mangus, S., Bock, D. E., Jones, E., and Folse, J. (2017). Gratitude in Buyer-Seller Relationships: A Dyadic Investigation. Journal of Personal Selling and Sales Management.
  • Folse, J., Porter III, M., Godbole, M. Bose, and Reynolds, K. E. (2016). The Effects of Negatively-Valenced Emotional Expressions in Online Reviews on the Reviewer, the Review, and Product. Psychology and Marketing, 33(9), 747-760.
  • Bock, D. Elizabeth, Mangus, S. M., Folse, J., and , . (2016). The Road to Customer Loyalty Paved with Service Customization. Journal of Business Research, 69(10), 3923-3932.
  • Moulard, J. Guidry, Raggio, R. D., and Folse, J. (2016). Brand Authenticity: Testing the Antecedents and Outcomes of Brand Management's Passion for its Products. Psychology and Marketing, 33(6), 421-436.
  • Lastner, M., Folse, J., Fennell, P., and Mangus, S. (2016). The Road to Recovery: Overcoming Service Failures with Strategies that Elicit Gratitude and Pride to Promote Satisfaction and Behavioral Intentions. Journal of Business Research, 69(10), 4278-4286.
  • Bock, D. Elizabeth, Folse, J., and Black, W. C. (2016). When Frontline Employee Behavior Backfires: Distinguishing Between Customer Gratitude and Indebtedness and Their Impacts on Relational Behaviors. Journal of Service Research, 19(3), 322-336.
  • Raggio, R. D., Walz, A. Green, Bose Godbole, M., and Folse, J. (2014). Gratitude in Relationship Marketing: Theoretical Development and Directions for Future Research. European Journal of Marketing, 48(1/2), 2-24.
  • Folse, J., Burton, S., and Netemeyer, R. G (2013). Defending Brands: Effects of Alignment of Spokescharacter Personality Traits and Corporate Transgressions on Brand Trust and Attitudes. Journal of Advertising, 42(4), 331-342.
  • Folse, J., Moulard, J. Guidry, and Raggio, R. D. (2012). Psychological Ownership: A Social Marketing Message Appeal? Not for Women. International Journal of Advertising, 31(2), 291-316.
  • Moulard, J. Guidry, Kroff, M. W, and Folse, J. (2012). Unraveling Consumer Suspense: The Role of Hope, Fear, and Probability Fluctuations. Journal of Business Research, 65(3), 340-346.
  • Folse, J., Netemeyer, R. D., and Burton, S. (2012). (2012). Spokescharacters: How the Personality Traits of Sincerity, Excitement and Competence Help to Build Equity. Journal of Advertising, 41(1), 17-32.
  • Raggio, R. D. and Folse, J. (2011). Expressions of Gratitude in Disaster Management: An Economic, Social Marketing, and Public Policy Perspective on Post-Katrina Campaigns. Journal of Public Policy & Marketing, 30(2), 168-174.
  • Tangari, A., Folse, J., Burton, S., and Kees, J. (2010). The Moderating Influence of Consumers' Temporal Orientation on the Framing of Societal Needs and Corporate Responses in Cause Related Marketing Campaigns. Journal of Advertising, 39(2), 35-50.
  • Folse, J., Niedrich, R. W., and Grau, S. Landreth (2010). Cause-Related Marketing: The Effects of Purchase Quantity and Donation Amount on Consumer Inferences and Participation Intentions. Journal of Retailing, 86(4), 295-309.
  • Raggio, R. D. and Folse, J. (2009). Gratitude Works: Its Impact and the Mediating Role of Affective Commitment in Driving Positive Outcomes. Journal of the Academy of Marketing Science, 37(4), 455-469.
  • Grau, S. Landreth and Folse, J. (2007). Cause-Related Marketing Campaigns: The Influence of Donation Proximity and Message Framing Cues on the Less Involved Consumer. 36(4), 19-33.
  • Reynolds, K. E., Folse, J., and Jones, M. A. (2006). Search Regret: Exploring its Antecedents and Consequences. Journal of Retailing, 82(4), 339-348.
  • Folse, J. and Burton, S. (2005). The Role of Spokescharacters as Advertisement and Package Cues in Integrated Marketing Communications. Journal of Marketing, 69, 118-132.
  • Folse, J. and Niedrich, R. W. (2004). Spokescharacters: Creating Character Trust and Positive Brand Attitudes. Journal of Advertising, 33(2), 25-36.

Books

  • Raggio, R. D., Walz, A. Green, Bose Godbole, M., and Folse, J. (2014). Gratitude in Relationship Marketing In Robert M. Morgan, Janet Turner Parish, and George Deitz (Ed.), Handbook of Research in Relationship Marketing Northamption, MA: Edward Elgar, Ltd..

Professional and Service Activities

  • Journal of Advertising, Editorial Review Board Member (, 2009 - , 2019)
  • Journal of Consumer Behaviour, Editorial Review Board Member (, 2007 - , 2019)
  • Journal of Business Research, Editorial Review Board Member (, 2007 - , 2019)
  • University Planning Council, Committee Member (August, 2017 - , 2019)
  • Journal of Public Policy & Marketing, Editorial Review Board Member (May, 2013 - January, 2018)
  • BA in Screen Arts Steering Committee - First Multidisciplinary Degree at LSU, Committee Member (December, 2014 - September, 2015)
  • Policy Committee, Committee Member (August 1, 2012 - July 31, 2013)
  • LSU Council on Research - Behavior Sciences Research Development Group, Committee Member (, 2007 - , 2011)

Employed by LSU since

August 14, 2000