Michelle Barnhart (Associate Professor of Marketing) and Aimee Huff (Assistant Professor of Marketing)

Michelle Barnhart and Aimee Huff study emergent consumer cultures around guns and firearms, specifically focusing on segments of the population who believe guns are essential for their safety and protection. This stream of research has produced important insights into what factors promote and maintain the most ardent proponents of firearm culture, and these researchers have become publicly-facing experts (with coverage ranging from interviews on NBC Nightly News to authoring invited articles for “the Conversation”).