Aaron R. Brough
Harry M. Reid Endowed Professor of Research and Marketing
Department(s):- Marketing and Strategy
Education
PhD, Marketing, Northwestern University, 2011
MS, Marketing, Northwestern University, 2008
BS, Business Management, Brigham Young University, 2003
Awards
Journal of Consumer Research Outstanding Reviewer Award - 2018, 2021
Distinguished Research Professorship in Marketing - 2018
Marketing Science Institute Young Scholar - 2017
Huntsman Researcher of the Year Award - 2017
Biography
Dr. Aaron R. Brough is a Professor of Marketing and the Harry M. Reid Endowed Professor of Research at the Jon M. Huntsman School of Business at Utah State University. He received a bachelor's degree in Business Management from the Marriott School of Management at Brigham Young University and an M.S. and Ph.D. in Marketing from the Kellogg School of Management at Northwestern University.
Dr. Brough is currently serving as Chair-Elect of the American Marketing Association’s Consumer Behavior Special Interest Group and serves on the Editorial Review Boards of the Journal of Consumer Research, Journal of Marketing Research, and Journal of Public Policy & Marketing. He is also co-editing a special issue of the Journal of the Association for Consumer Research on Consumer Privacy. He received the Outstanding Reviewer Award from the Journal of Consumer Research in both 2018 and 2021. He was elected to serve on the Executive Board of Directors for the Society for Consumer Psychology from 2019-2021. In 2017, he was recognized by the Marketing Science Institute as an MSI Young Scholar and received the Faculty Researcher of the Year award from the Jon M. Huntsman School of Business. His research, which examines the psychology underlying consumer behavior and decision-making, has been selected for publication in leading marketing journals, including Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, and Journal of Public Policy & Marketing. His work has been featured in popular media outlets such as TIME, TODAY, Forbes, The Wall Street Journal, The Washington Post, National Public Radio, FOX News, CBSN, The Atlantic, KSL’s Deseret News National Edition, the Salt Lake Tribune, Scientific American, and the Harvard Business Review. He teaches courses on Data-Driven Decision Making and Artificial Intelligence in Marketing Experimental Design and has written multiple teaching cases and served as an expert witness in litigation related to trademark infringement and privacy disputes.
Prior to joining USU, Dr. Brough was a faculty member at Pepperdine University. Before pursuing his doctoral studies, he gained management experience as a senior consultant for a Boston-based strategic marketing research and consulting firm serving Fortune 500 companies from various industries. His clients included American Express, Coca-Cola, Disney, IBM, Microsoft, and Novartis. Dr. Brough enjoys painting, chess, hiking, racquetball, and spending time with his wife and five children.
Journal Articles
Academic Journal
- Graul, A.R, Brough, A.R, Isaac, M.S, (2022). How Emotional Attachment Influences Lender Participation in Consumer-to-Consumer Rental Platforms. Journal of Business Research, 139:February, 1211-1217.
- Brough, A.R, Norton, D.A, Sciarappa, S.L, John, L.K, (2022). The Bulletproof Glass Effect: Unintended Consequences of Privacy Notices. Journal of Marketing Research, 59:4, 739-754.
- Brough, A.R, Martin, K.D, (2021). Consumer Privacy During (and After) the COVID-19 Pandemic. Journal of Public Policy & Marketing, 40:1, 108-110.
- Graul, A., Brough, A.R, (2021). Why We Don’t Rent What Others Love: The Role of Product Attachment in Consumer-to-Consumer Transactions. Journal of Consumer Psychology, 31:2, 329-341.
- Canhoto, A.I, Brough, A., (2022). The Pandemic-Induced Personal Data Explosion. Social Marketing Quarterly, 28:1, 78-86.
- Brough, A., Donnelly, G.E, Griskevicius, V., Markowitz, E.M, Raimi, K.T, Reeck, C., Trudel, R., Waldman, K.B, Winterich, K.P, Wolske, K.S, (2020). Understanding How Sustainability Initiatives Fail: A Framework to Aid Design of Effective Interventions. Social Marketing Quarterly, 26:4, 309-324.
- Brough, A., Martin, K.D, (2020). Critical Roles of Knowledge and Motivation in Privacy Research. Current Opinion in Psychology, 31, 11-15.
- Brough, A., (2017). Men Resist Green Behavior as Un-Manly: A Surprising Reason for Resistance to Environmental Goods and Habits. Scientific American *
- Brough, A., Wilkie, J.E, Ma, J., Isaac, M.S, Gal, D., (2016). Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption. Journal of Consumer Research, 43:4, 567-82.
- Brough, A., Isaac, M.S, Grayson, K., (2016). Is Top 10 Better than Top 9? The Role of Expectations in Consumer Response to Imprecise Rank Claims. Journal of Marketing Research, 53:3, 338-53.
- Brough, A., Isaac, M.S, (2015). Why Real Estate Agents Should Care About Buyer Usage Intent. Keller Center Research Report, 8:3, 12-16. *
- Isaac, M.S, Brough, A., (2014). Judging a Part by the Size of its Whole: The Category Size Bias in Probability Judgments . Journal of Consumer Research, 41:2, 310-25.
- Isaac, M.S, Brough, A., (2012). For Sale By Owner for Less than It’s Worth. Graziadio Business Review, 15:2
- Brough, A., Chernev, A., (2012). When Opposites Detract: Categorical Reasoning and Subtractive Valuations of Product Combinations. Journal of Consumer Research, 39:2, 399-414.
- Brough, A., Isaac, M.S, (2012). Finding a Home for Products We Love: How Buyer Usage Intent Affects the Pricing of Used Goods. Journal of Marketing, 76:4, 78-91.
- DeTienne, K.B, Seawright, K.K, Brough, A., (2005). Cost-Effective Service Recovery: Knowing Which Customers to Keep. International Journal of Applied Marketing, 1:3, 1-24.
Book Chapters
- DeTienne, K.B, Brough, A., Nance, D.B, (2012). A Model of Profitable Service Recovery: Service Science Research, Strategy and Innovation: Dynamic Knowledge Management Methods. IGI Global
An asterisk (*) at the end of a publication indicates that it has not been peer-reviewed.