Aimee Huff

Assistant Professor
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Office: 541-737-3688

Austin Hall

Austin Hall 476

2751 SW Jefferson Way

2751 SW Jefferson Way
Corvallis, OR 97331

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Affiliated with: 
College of Business
Research/Career Interests: 

Aimee Huff’s research explores consumer culture in contexts that are socially contentious. She studies “gun culture,” including consumer relationships with firearms, armed self-defense, consumer interest groups, and the American gun market system. Other projects focus on the relationship between product design and market legitimation in the contexts of recreational cannabis and sex toys, and on the emotional complexities of purchasing market-based services for intimacy in the contexts of infant care, elder care, and escort services. Her research has been published in Journal of the Association for Consumer Research, European Journal of Marketing, Journal of Macromarketing, Journal of Marketing Management, and Journal of Consumer Affairs. Huff teaches Marketing Management in the MBA program. Prior to her academic career, she was a financial analyst in the defense industry, and a general manager in the hospitality industry.

Beyond OSU

Ph.D. in marketing, Ivey Business School, Western University

Master of Business Studies, University College Cork, National University of Ireland

Bachelor of Commerce, University of Guelph

My Publications

Journal Articles

A. Huff and Cotte, J., The Evolving Family Assemblage: How Senior Families 'Do' Family, European Journal of Marketing, vol. 50, no. 5/6, pp. 892-915, 2016.

A. Huff and Cotte, J., Solution or Settlement? The Case of Childcare, Journal of Consumer Affairs, vol. 47, no. 1, pp. 72-97, 2013.

Conference Papers


A. Huff and Barnhart, M., Assembling Safety in an Armed America, Oregon Marketing Research Symposium. Eugene, Oregon, 2017.

A. Huff, Wilner, S., and Humphreys, A., The Pot Problem: The Role of Design in Legitimation of New Markets, American Marketing Association 2016 Winter Educators' Conference. Las Vegas, 2016.