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: 

Dr. 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 the journals Journal of the Association for Consumer Research, 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 on the Corvallis and Portland campuses, as well as Managing Products, Services & Brands at the undergraduate level.

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 (University of Western Ontario, Canada)

Master of Business Studies, University College Cork (Ireland)

Bachelor of Commerce, University of Guelph (Canada)

My Publications

Journal Articles

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, 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