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 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: Interdisciplinary Approaches to Politics, Policy, and Practice;" and in The Conversation. She has presented research at conferences of American Marketing Association, Assocation for Consumer Research, Consumer Culture Theory, and Marketing & Public Policy. 

Dr. Huff teaches Marketing Management in the MBA program, and Advanced Applied Principles of Marketing 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, remote delivery of in-person, in-person/online hybrid, and online through OSU Ecampus.

Since 2015, Dr. Huff has been involved in and led College of Business work to advance diversity, equity, and inclusion. She is an OSU Faculty Senator and serves on the Diversity Council.

Dr. Huff is co-chair of the 2022 Consumer Culture Theory Conference, and has previously served in leadership roles at 2020 Academy of Marketing Science Conference; 2019 Northwest Marketing Research Symposium; and 2015 Consumer Culture Theory Conference. 

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 (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

Journal Articles

Conference Papers

A. Huff and Barnhart, M., How Marketing Can UNRAVEL Wicked Social Problems, in Marketing & Public Policy Conference - American Marketing Association, 2021.

A. Huff, Humphreys, A., and Wilner, S. J. S., The Pot Problem: The Role of Design in Legitimation of New Markets, in American Marketing Association 2016 Winter Educators' Proceedings, 2016, pp. D10-11.


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


Book Chapters

Newspaper Article