91妻友

Research Areas: marketing, consumer culture

Research Interests:听ethnographic and interpretive study of: consumer culture听in contexts that are culturally contentious; market system dynamics and听market (de)legitimation; "wicked" problems in markets and marketing

Dr Huff鈥檚 primary research program focuses on American gun culture. This includes work on: digital and print advertising of firearms; ethical problems in gun marketing; how Americans understand the Second Amendment and the morality of armed self-defense;听consumer relationships with firearms and armed self-defense practices, consumer interest groups, and the American gun market system. Other projects focus on the relationship between product design and market legitimation in the context听of recreational cannabis,听reusable menstrual products, and wearable technologies.

Her research has been published in Journal of Consumer Research,听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听and Research in Consumer Behavior. 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 print media, such as听, , ; television and radio interviews, including听, and 听magazines, such as听, ,听,听OSU's ; and invited op-eds and pieces in .听

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听was co-chair of the synchronous-hybrid听 in Corvallis, 91妻友, and serves as Associate Editor at the 2024 and 2025 Association for Consumer Research conferences.听

Teaching:听Dr Huff primarily teaches case-based marketing management courses in the MBA and MSB programs. She听has won teaching awards and the undergraduate and graduate levels, and听has designed and taught courses in multiple modalities, including in-person, in-person/online hybrid, and online through OSU's nationally recognized Ecampus.

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