Rusty A. Stough

Rusty A. Stough serves as Assistant Professor of Marketing at the Maine Business School, University of Maine, joining the institution in fall 2020 after completing his Ph.D. at the University of Wisconsin-Madison.

His academic credentials include:

• Ph.D. in Marketing, University of Wisconsin-Madison
• M.S. in Marketing, University of Denver
• B.S. in Chemistry, Geneva College
• B.S. in Biology, Geneva College

Dr. Stough's research program centers on two interconnected domains: the consumption experience in access-based contexts and the neurobiological mechanisms of subconscious attention in advertising. His work examines how consumers derive experiences from rented/borrowed products and employs biometric methodologies to measure attentional processes during ad exposure, with implications for experiential satisfaction and advertising effectiveness.

His 2021-2024 publications reveal consistent focus on sharing economy dynamics, psychological ownership across media formats, and digital customer service innovations. Key thematic threads include the paradox of access-based consumption satisfaction, the credibility impacts of social media verification, and chatbot-human service comparisons, appearing in leading journals like Journal of Consumer Behaviour and Journal of Retailing and Consumer Services.