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, ºÚÁÏÍø¹ÙÍø, 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

“Isolation in Globalizing Academic Fields: A Collaborative Autoethnography of Early Career Researchersâ€

This study examines academic isolation – an involuntary perceived separation from the academic field to which one aspires to belong, associated with a perceived lack of agency in terms of one’s engagement with the field – as a key challenge for researchers in increasingly globalized academic careers. While prior research describes early career researchers’ isolation in their institutions, we theorize early career researchers’ isolation in their academic fields and reveal how they attempt to mitigate isolation to improve their career prospects. Using a collaborative autoethnographic approach, we generate and analyze a dataset focused on the experiences of ten early career researchers in a globalizing business academic field known as Consumer Culture Theory. We identify bricolage practices, polycentric governance practices, and integration mechanisms that work to enhance early career researchers’ perceptions of agency and consequently mitigate their academic isolation. Our findings extend discussions on isolation and its role in new academic careers. Early career researchers, in particular, can benefit from a deeper understanding of practices that can enable them to mitigate isolation and reclaim agency as they engage with global academic fields.
Details

261-285 pages 2019 Academy of Management Myriam Brouard Meriam Belkir Katja Brunk Marlon Dalmoro Maria Christina Ferriera Bernardo Figueirdo Aimee Dinnin Huff Daiane Scaraboto Olivier Sibai Andrew Smith View on:

Academic Journal
Marketing

“Preparing for the Attack: Mitigating Risk through Routines in Armed Self-Defenseâ€

Prior research has shown that owning firearms for self-defense can be motivated by perceived risks and a desire to mitigate those risks. Keeping and carrying guns for self-defense also introduces risks to owners and others. We examine ways that consumers mitigate these latter risks. We employ theories of practice and prior work on risky consumption to interpret observational, interview, and textual data gathered from a multi-sited ethnography of consumers of handguns for self-defense. We reveal that these consumers attempt to mitigate risks in three ways: through readiness practices with guns but no assailant, simulated scenario practices incorporating simulated assailants, and mental rehearsals incorporating imagined assailants. This research contributes a model of risk mitigation in risky consumption, explicates how social norms and mental activities foster a sense of security from specific risks, and shows that collaboration is required for development of practical understanding of risk-mitigating routines that incorporate multiple people.
Details

2018 Journal of the Association for Consumer Research Michelle Barnhart Aimee Dinnin Huff Brandon McAlexander Jim McAlexander View on: