Jacob Hiler

Dr. Jacob Lee Hiler is the Fox Associate Professor of Marketing and Director of the Center for Consumer Research & Analytics (CRA) at Ohio University's College of Business. His research focuses on consumer behavior, video game consumption, and service-dominant logic, blending academic rigor with industry insights gained from his prior work at Parker Insights, where he served Fortune 500 clients like Disney and Campbell Soup.

Education:

• Ph.D. in Business Administration (Marketing) - Louisiana State University
• M.B.A. in Business Intelligence - Xavier University
• B.S.B.A. in Marketing - Xavier University

Research Interests: Dr. Hiler explores how consumers engage with digital media (e.g., video games, live streaming), the psychology of gratuity, and the dynamics of subcultural consumption. His work has been published in the Journal of Consumer Behavior and Journal of Consumer Marketing, and he is an active academic filmmaker with films featured at ACR Film Festivals.

Awards:

• 2018 Ohio University College of Business Research Mentor Award
• 2017 Emerald Literati Network Awards for Excellence
• 2014 AMA Sheth Foundation Consortium Fellow

Advising & Grants: Directs the CRA, overseeing projects for firms like Kellogg and J.P. Morgan Chase. Serves as an Honors Tutorial advisor and thesis chair. Previously advised projects for International Dairy Queen and Rocky Brands.

Labs/Teams: Leads the Center for Consumer Research & Analytics, fostering applied marketing research collaborations between academia and industry.