Aimee Huff

Associate Professor

Office: 541-737-3688

Austin Hall

Austin Hall 476

2751 SW Jefferson Way

2751 SW Jefferson Way
Corvallis, OR 97331

Profile Field Tabs

Affiliated with: 
College of Business
Research/Career Interests: 

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, Marketing Theory, European Journal of Marketing, Journal of Macromarketing, Journal of Marketing Management, Journal of Consumer Affairs and Research in Consumer Behavior; in edited volumes on gun culture, 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, Washington PostNBC Universal, and magazines: Bloomberg Businessweek, GlamourMotherJones, 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 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. She was co-chair of the synchronous-hybrid 2022 Consumer Culture Theory Conference in Corvallis, Oregon.

Prior to her academic career, Dr Huff 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 (formerly University of Western Ontario), Canada

Master of Business Studies (First Class Honours with Distinction), University College Cork, Ireland

Bachelor of Commerce (Honours), University of Guelph, Canada

My Publications

I currently have no publications listed within this site.