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