Faculty
Aimee Dinnin Huff
Associate Professor
Marketing

Aimee Dinnin Huff

541-737-3688

aimee.huff@oregonstate.edu

Faculty
Aimee Dinnin Huff
Overview
Overview
Background
Publications

Overview

Career Interests

Research Areas: marketing, consumer culture

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

Dr Huff’s 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; 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 of recreational cannabis, reusable menstrual products, and wearable technologies.

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. 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 , , ; television and radio interviews, including , and  magazines, such as , , , OSU's ; and invited op-eds and pieces in . 

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  in Corvallis, , and serves as Associate Editor at the 2024 and 2025 Association for Consumer Research conferences. 

Teaching: Dr Huff primarily teaches case-based marketing management courses in the MBA and MSB programs. 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's nationally recognized Ecampus.

 

Background

Education

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

Publications

Academic Journal
Marketing

“Morality Appraisals in Consumer Responsibilization”

Abstract: In recent decades, U.S. “pro-gun” lobbying groups, politicians, courts, and market actors have sought to responsibilize U.S. consumers to use firearms to address the societal problem of crime. These responsibilization efforts center an interpretation of the constitutional right to keep and bear arms as an entitlement for individuals to engage in armed protection from criminals. Using interview and online discussion data, this research investigates consumers’ responses to responsibilization for this morally fraught set of behaviors, and the role of consumers’ various understandings of the right to bear arms in these responses. Findings show that acceptance of responsibilization is a matter of proportionality; consumers accept responsibilization for a proportion of specific armed protection scenarios and reject it for the remainder. Acceptance is determined by their appraisals of the morality of the responsibilization sub-processes (Giesler & Veresiu 2014). Consumers’ understanding of the constitutional right serves as a heuristic in these appraisals, with some understandings leading consumers to accept responsibilization across a much larger proportion of scenarios than others. Contributions include illustrating response to responsibilization as a proportionality; illuminating consumers’ active role in appraising responsibilizing efforts; and demonstrating how some consumers come to understand a responsibilized behavior as a moral entitlement.

Details

2023 Michelle Barnhart Aimee Dinnin Huff Inara Scott View on: