Rusty Stough

Rusty Stough is an Assistant Professor of Marketing at the University of Maine's Maine Business School. He joined in 2020 after completing his Ph.D. in Marketing at the University of Wisconsin-Madison. His research focuses on consumer psychology, neurobiology of attention, and access-based consumption. He holds dual B.S. degrees in Chemistry and Biology from Geneva College, and an M.S. in Marketing from the University of Denver.

Dr. Stough's work explores how subconscious attention influences advertisement processing and examines the experiential aspects of rented/borrowed products. His research employs biometric techniques to study consumer behavior. He has presented at conferences including the Association for Consumer Research and Society for Consumer Psychology.

His recent publications address chatbot customer service trust dynamics, psychological ownership in digital media, and marketing curriculum integration. Dr. Stough teaches Marketing Research (MKT 378) and actively contributes to academic discourse through conference presentations and symposium participation.