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.