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Consumer Insights Scholar

I am a qualitatively trained mixed-methods researcher with a passion for understanding how consumers experience the marketplace. I have always been drawn to projects that seek to improve the consumer experience, or the nuances through which consumer welfare may be improved.

Social Media & Digital Marketing

Rosengren, Sara, Colin Campbell, and Justine Rapp Farrell (2024), “Tricks of the Trade  -  Understanding and Utilizing Influencer Tactics to Improve Retailer Performance,” Journal of Retailing and Consumer Studies.

Campbell, Colin, Sean Sands, Carla Ferraro, Vlad Demsar, Sara Rosengren, and Justine Rapp Farrell (2024), “Principles for Advertising Responsibly Using Generative AI,” Organizational Dynamics.

Farrell, Justine Rapp, Colin Campbell, and Sean Sands (2021), “Deconstructing Desire: Segmenting Consumer Response to Social Media Influencers,” accepted at the Journal of Advertising Research.

Campbell, Colin and Justine Rapp Farrell (2020), “Deconstructing Influence: Conceptualizing the Functional Components Underlying Influencer Marketing,” Business Horizons, 63 (4), 469-479.

Advertising & Media Studies

Bond, Bradley J. and Justine Rapp Farrell (2020), “Consumer Responses to Print Advertisements Featuring Gay Males Over Time,” Sexuality & Culture, 24, 1432–1442.

Farrell, Justine Rapp and Anne Hamby (2019), “Vaping Viewpoints: A Multi-Segment Understanding of E-Cigarette Risk Perceptions,” Journal of Consumer Affairs, 53 (2), 545-571.


Bond, Bradley J. and Justine Rapp Farrell (2018), “Depicting Gay Couples in Advertising: An Experimental Update on Ad Appeal and Intended Consumer Behaviors,” Journal of Advertising Research. In press.

Martin, Ingrid M., Michael A. Kamins, Dante M. Pirouz, Scott W. Davis, Kelly L. Haws, Ann M. Mirabito, Sayantani Mukherjee, Justine M. Rapp, and Aditi Grover (2013), “On the Road to Addiction: The Facilitative and Preventive Roles of Marketing Cues,” Journal of Business Research, 66 (8), 1219–1226.


Capella, Michael L., Ronald Paul Hill, Justine M. Rapp, and Jeremy Kees (2010), “The Impact of Violence Against Women in Advertisements,” Journal of Advertising, 39 (4), 37-52.

Transformative Consumer Research

Machin, Jane E., Natalie Ross Adkins, Elizabeth Crosby, Justine Rapp Farrell, Ann M. Mirabito (2022) “Taming Complex Problems: Integrating Transformative Consumer and Service Research with Design Thinking” Journal of Consumer Affairs.

Hamby, Anne and Justine Rapp Farrell (2021), “Have you Found What You’re Looking for? How Value Orientations Affect Pro-Social Change After Transformative Service Experiences,” Journal of Consumer Affairs.

Farrell, Justine Rapp and Ronald Paul Hill (2018), “Poverty Research and Measurement: Making the Case for Consumption Adequacy,” Journal of Consumer Affairs, 52 (3), 770-791.

Anderson, Laurel, Jelena Spanjol, Josephine Go Jeffries, Amy Ostrom, Courtney Nations Baker, Sterling Bone, Hilary Downey, Martin Mende, and Justine M. Rapp (2016), “Responsibility and Well-being: Resource Integration under Responsibilization in Expert Services,” Journal of Public Policy & Marketing, (35) 2, 262-279.

Hill, Ronald Paul, Michael L. Capella, and Justine M. Rapp (2016), “Antiservice as Guiding Maxim: Tough Lessons from a Maximum Security Prison,” Journal of Service Research, 19 (1), 57-71.


Hill, Ronald Paul, Justine M. Rapp, and Michael L. Capella (2015), “Causes and Consequences of Consumption Under Restriction: Participatory Action Research in a Maximum Security Prison,” Journal of Public Policy & Marketing, 34 (2), 156-172.

Mulder, Mark, Justine M. Rapp, Anne Hamby, and S. Todd Weaver (2015), "Consumer transformation through volunteer service experiences,” The Service Industries Journal, 35 (15), 1-18.

Rapp, Justine M., and Ronald Paul Hill (2015), “Lordy Lordy JCR Turns Forty: The Journal of Consumer Research Reaches a Milestone,” Journal of Consumer Research, 42 (1), 19-29.

Hill, Ronald Paul, and Justine M. Rapp (2014), “Codes of Ethical Conduct: A Bottom-Up Approach,” Journal of Business Ethics, 123, 621-630.

Grover, Aditi, Michael A. Kamins, Ingrid M. Martin, Scott Davis, Kelly Haws, Ann M. Mirabito, Sayantani Mukherjee, Dante Pirouz, and Justine M. Rapp (2011), “From Use to Abuse: When Everyday Consumption Behaviors Morph into Addictive Consumptive Behaviours,” Journal of Research for Consumers, (19), 1-6.

Hill, Ronald Paul and Justine M. Rapp (2009), “Globalization and Poverty: Oxymoron or New Possibilities?” Journal of Business Ethics, 85(1), 39-47.

Rapp, Justine M., Ronald Paul Hill, Jeannie Gaines, and R. Mark Wilson (2009), “Advertising and Consumer Privacy: Old Practices and New Challenges,” Journal of Advertising, 38(4), 51-61.

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