معرفی
Aaron Brough serves as Associate Professor in the Marketing and Strategy Department at Utah State University's Jon M. Huntsman School of Business, where he contributes to academic programs through research and instruction in consumer behavior.
His research centers on consumer privacy dynamics and sustainable consumption barriers, with significant contributions to understanding how privacy notices backfire (the 'bulletproof glass effect'), gender stereotypes inhibiting eco-friendly behavior, and emotional attachments affecting sharing economy participation. His work bridges theoretical consumer psychology with urgent real-world issues like pandemic-era data exposure and cross-cultural privacy vulnerabilities.
Analysis of his recent publications reveals three dominant trajectories:
- Privacy research examining unintended consequences of data requests and regulatory compliance
- Sustainability studies investigating psychological barriers to green consumption, particularly gender-based resistance
- Behavioral analyses of product attachment in circular economy contexts
