Jacob Lee Hiler, Ph.D.

Dr. Jacob Lee Hiler is the Fox Associate Professor of Marketing and Executive Director of the Center for Consumer Research & Analytics (CRA) in the Ohio University College of Business. Prior to joining academia, Dr. Hiler worked in the marketing research industry at Parker Insights (formerly Parker Marketing Research) where he conducted research for many Fortune 500 companies including The Walt Disney Company, Pepperidge Farm, The Campbell Soup Company, Heinz, The Miller Brewing Company, Absolut, Merck, Perdue Farms, and Hilton Worldwide. He continues that passion for applied marketing research with the CRA having advised various projects for Dairy Queen, The Kellogg Company, The J.M. Smucker Company, J.P. Morgan Chase, Dick’s Sporting Goods, Rocky Brands, Moosejaw, Ibotta, Nationwide, Red Bull, Sherwin Williams, The Alzheimer’s Association, Kroger/8451, Donatos, eFuse, URBN, and Xbox. 

His research interests include consumer behavior, consumer culture, relationship marketing, retail, tipping, fan communities, entertainment, and gaming. His work has appeared in the Journal of Consumer Behavior, Journal of Consumer Marketing, Research in Higher Education Journal, The Journal of Management & Marketing Research, and the Journal of Education for Business, as well as at various conferences including the American Marketing Association, Academy of Marketing Sciences, Association for Consumer Research, and the Society for Marketing Advances. He is also an avid academic filmmaker who has had 13 films presented at the ACR Film Festival. Dr. Hiler also serves as a reviewer for the Journal of Marketing Management, European Journal of Marketing, Journal of Consumer Behavior, Journal of Consumer Marketing, and The Association for Consumer Research.

He has also served and led numerous college and university organizations including serving as a Faculty Senator, President and Vice-President of the College of Business Faculty, Co-Chair of the Teaching & Learning CIT within the College of Business, representative of the College of Business to the Center for Campus & Community Engagement, and the College of Business Professional Ethics Committee.  He has also chaired and served on various college committees as well including the Marketing Department Annual Evaluation Committee, Undergraduate Programs CIT, Marketing Curriculum Committee, Marketing Outreach Committee, Marketing Department Awards Committee, Marketing Department Social Media Task Force, & numerous hiring committees.

Dr. Hiler also has many years of experience in podcasting and content creation having recorded nearly 200 podcast episodes in the gaming and entertainment space. He has collaborated with many full-time content creators, and his work has been featured on various large YouTube channels as well as the iTunes (now Apple Podcasts) front page. 

Dr. Hiler currently teaches Consumer Research, Influencer Marketing, and Independent Research at Ohio University. He is also an advisor on CRA projects and a regular Honors Tutorial College tutor and thesis advisor. He has previously taught Principles of Marketing, Consumer Behavior, Marketing Research, Marketplace Analytics, and Retailing Management.