Research Areas: marketing, consumer culture
Research Interests: consumer culture, movements, and behavior in contexts that are culturally contentious; market system dynamics and market (de)legitimation; "wicked" problems in markets and marketing
Dr Huff’s research explores consumer culture in contexts that are socially contentious. She studies American 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 context of recreational cannabis, and on the emotional complexities of purchasing market-based services for intimacy and care. Her research has been published in Journal of Consumer Research, Journal of Business Ethics, Journal of Business Research, Journal of the Association for Consumer Research, Academy of Management Learning & Education, European Journal of Marketing, Journal of Macromarketing, Journal of Marketing Management, Journal of Consumer Affairs and Research in Consumer Behavior; in "Gun Studies" and in The Conversation. She has presented research at conferences of the American Marketing Association, Association for Consumer Research, Consumer Culture Theory, and Marketing & Public Policy. Dr Huff's research has been covered in numerous outlets, including the Associated Press, The New York Times, NBC Universal, and magazines: Bloomberg Businessweek, Glamour, MotherJones, OSU's Terra, and Northwestern University's Kellogg Insight.
Dr Huff teaches case-based marketing courses in the MBA program, and at the undergraduate level. She has won teaching awards and the undergraduate and graduate levels, and has designed and taught courses in multiple modalities, including in-person, in-person/online hybrid, and online through OSU Ecampus.
Dr Huff was co-chair of the 2022 Consumer Culture Theory Conference in Corvallis, Oregon. She is an associate editor of Journal of Business Research, an editorial review board member at Journal of Consumer Research, and a manuscript review board member at Journal of Macromarketing.
Prior to her academic career, Dr Huff was a financial analyst in the defense industry, and a general manager in the hospitality industry.