Huff, Steven
Title:
Assistant Professor of Marketing
Office:
WB 232
Phone:
(801) 863-8863
Mail Code:
288
Last Updated: 7/23/14 -

Education

  • Ph.D. UC Berkeley, Haas School of Business, Business Administration, 2008
  • M.B.A. BYU, Marriott School of Management, Marketing emphasis, 2002
  • B.S. Utah State University, Computer Engineering, 1998

 

Academic Experience

  • 2014 Fall Semester: Visiting Assistant Professor, UC Berkeley
  • 2012-Current: Assistant Professor, Utah Valley University
  • 2008-2012: Assistant Professor, Brigham Young University
  • 2008: Instructor, University of San Francisco
  • 2004-2008: Graduate Student Instructor; UC Berkeley

 

Teaching

Current and Recent Courses

  • XMBA/EWMBA 206 (UC Berkeley) Marketing Management
  • MKTG 459R - Advanced Digital Marketing and Analytics
  • MKTG 3660 - Digital Marketing
  • MKTG 3600 - Principles of Marketing
  • MKTG 6810 - Identifying Customer Opportunities (MBA)
  • MKTG 6920 - Creativity and Problem Solving(MBA)
  • MGMT 6600 - Marketing Strategy (MBA)

Experience

  • Advanced Digital Marketing and Analytics, 2014 - present
  • Identifying Customer Opportunities, MBA Program, 2014 - present
  • Creativity and Problem Solving, MBA Program, 2014 - present
  • Digital Marketing, UVU, 2012 - present
  • Marketing Principles, UVU, 2013 - present
  • Marketing Strategy, UVU MBA Program, 2012 - present
  • Marketing Research, UVU, Fall 2012
  • Principles of Marketing, BYU, 2008-2012
  • Principles of Marketing, University of San Francisco, 2008
  • Principles of Marketing, UC Berkeley, 2004-2007
  • Principles of Marketing, BYU, 2001-2002 

Awards

  • 2014 UVU Wolverine Achievement Award: Faculty (Full-Time) of the Year (one award university-wide)
  • 2013 UVU Alumni Association Educator of the Year (one award per school in the university)
  • 2007 Outstanding Graduate Student Instructor, UC Berkeley
  • 2006 AMA-Sheth Doctoral Consortium Fellow, University of Maryland

 

Certifications

  • Google Analytics Individual Qualification (2014)

 

Research

Publications

  • "Seeing Stars: How the Mere Presence of Ratings Influences Willingness to Pay," American Journal of Business and Management (forthcoming)
  • “The Z Effect: Why Good is Good, But Better is Better, ” International Journal of Marketing Studies, Vol. 6, No. 3, June 2014.
  • “When Economic Experiments Can Help Consumer Research,” International Business Research, Vol. 7, No. 5, May 2014.
  • “Consumer Retaliation: Confirmation and Extension,” with Jonathan C. Huefner, Brian L. Parry, Collin R. Payne, Sean D. Otto, Michael J. Swenson, and H. Keith Hunt, Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 15 (Feb), 114-127 (2002).
  • “Consumer Complimenting Behavior: Exploration and Elaboration,” with Collin R. Payne, Brian L. Parry, Sean D. Otto, and H. Keith Hunt, Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 15 (Feb), 128-147 (2002).

Proceedings

  • Huff, Steven C. (2013), "The Z-Effect: Influencing Preference through the Dispersion of Quality in a Menu,” Global Business and Internation Business Conference, Portland, Oregon
  • Huff, Steven C. (2010), “The Z-Effect: Influencing Preference through the Dispersion of Quality in a Menu,” INFORMS Marketing Science Conference, Cologne, Germany.
  • Huff, Steven C. (2009), “The Effect of Superfluous Ratings on Preference,” INFORMS Marketing Science Conference, Ann Arbor, Michigan.
  • Huff, Steven C. (2009), “The Effect of Superfluous Ratings on Preference,” in Advances in Consumer Psychology, Vol. 1, eds. Alexander Chernev, Michal Herzenstein, and Shailendra Pratap Jain, San Deigo, CA: Society for Consumer Psychology.

Working Papers

  • "Clicking Through Overload: Why Choice Overload Online can Actually Increase Information Search" (under review)"

In Progress

  • "The Woven Curriculum: Integrating Critical Soft Skills into Traditional MBA Courses."
  • "Price Anchors: Why the Order of a Menu Can Make You Pay More."
  • "Did Curiosity Kill the Cat? It Depends on What Kind of Curiosity."