Huff, Steven
Title:
Associate Professor of Marketing
Office:
WB 147f
Phone:
(801) 863-8863
Mail Code:
288
Last Updated: 5/23/17 -

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

  • 2015-current: Associate Professor of Marketing, Utah Valley University
  • 2015-current: Visiting Associate Professor of Marketing, UC Berkeley
  • 2017: Adjunct Lecturer in Executive Education, University of Utah
  • 2014-2015: Visiting Assistant Professor of Marketing, UC Berkeley
  • 2012-2015: Assistant Professor of Marketing, Utah Valley University
  • 2008-2012: Assistant Professor of Marketing, Brigham Young University
  • 2008: Instructor, University of San Francisco
  • 2004-2008: Graduate Student Instructor, UC Berkeley
  • 2001-2002: Instructor, Brigham Young University

 

Teaching

Courses and Sessions Taught

  • EMBA 296 - Digital Marketing Strategy, Executive MBA, UC Berkeley
  • EMBA 206 Marketing Management, Executive MBA, UC Berkeley
  • Product Management Program, Executive Education, UC Berkeley
    • Data and Decisions
    • Segmenting, Targeting, and Positioning
    • Product Life Cycles and Adoption Curves
  • MKTG 4600 - Marketing Research
  • MKTG 3690 - 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
  • EMBA 6190 - Marketing Management, Executive MBA, University of Utah

Awards

  • 2017 Utah Best of State, Category: College/University Teacher
  • 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-present)
  • Google AdWords Advanced Search (2016-present)

 

Research

Publications

      • "Seeing Stars: How the Mere Presence of Ratings Influences Willingness to Pay," American Journal of Business and Management, Vol. 3, No. 3, September 2014
      • "Clicking Through Overload: When Choice Overload can Actually Increase Choice," with Aaron Johnson, American Journal of Direct, Data and Digital Marketing Practice, Vol. 16, No. 1, September 2014

      • “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.

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."