UVU Woodbury School of Business Captures Two 2017 Best of State Awards

Media Contact: Patricia Monsoor pmonsoor@uvu.edu land: 801-863-5483; cell 650-454-6441

OREM, UT – June 5, 2017 Dr. Steven C. Huff, Associate Professor of Marketing at Utah Valley University’s Woodbury School of Business, has been named the 2016 Best of State College/University Teacher.  The UVU Vivint SMARTLab, has been named the 2016 Best of State Science and Technology Category—Anaytical Laboratory.  The Best of State Awards recognize outstanding individuals, organizations and businesses in Utah.

“It is an honor to be named to such an elite group of educators. I am grateful to receive it and I acknowledge that there are a number of university educators in this state and university who are just as deserving of this award, says Dr. Huff. “And while I certainly work hard to give my students the best education they can get, I think this award is even more so a testament to our singular focus on student success at the Woodbury School of Business. We have a very clear and focused mission here and student growth (what we call “Delta”) is the very heart of that mission.

Huff holds a Ph.D. from UC Berkeley, Haas School of Business, Business Administration, an MBA from BYU, Marriott School of Management, Marketing emphasis, and a Bachelor of Science from Utah State University, in Computer Engineering.

His academic experience includes:

  • 2015-current: Associate Professor of Marketing, Utah Valley University
  • 2015-current: Visiting Associate Professor of Marketing, UC Berkeley
  • 2017: Adjunct Lecturer in Executive Education, University of Utah
  • 2014-2015: Visiting Assistant Professor of Marketing, UC Berkeley
  • 2012-2015: Assistant Professor of Marketing, Utah Valley University
  • 2008-2012: Assistant Professor of Marketing, Brigham Young University
  • 2008: Instructor, University of San Francisco
  • 2004-2008: Graduate Student Instructor, UC Berkeley
  • 2001-2002: Instructor, Brigham Young University

As part of UVU’s new professional sales program, funded by a generous $2-million gift from the Vivint Corporation and its CEO, Todd R. Pedersen,

the new Sales and Marketing Applied Research Test Lab (S/MART Lab) SMARTLab provides graduate and undergraduate marketing students with opportunities to engage in projects sponsored by area businesses.   

SMARTLab, shares many valuable research resources including:

– Advanced eye-tracking technology for advertising, package design, usability and website testing

– Galvanic skin response and EEG technologies that can pinpoint reaction people have to various forms of marketing stimuli

– State-of-the-art focus group and observation rooms

-Facial coding analysis to provide salespeople with unbiased responses concerning the probable interpretation of their verbal and non-verbal communication cues.

UVU students, faculty and staff, led by SMARTLab director Dale Jolley and executive director Dr. Paul Dishman, will assist companies in the use and application of these tools and analysis of the data they provide, with the goal of improving marketing campaigns and sales training for local and national businesses.

The SMARTLab also provides UVU students with hands-on experience and training to prepare them for careers in business.

Founded in 2012, the Business Resource Center is UVU’s storefront for economic development, providing resources for entrepreneurs and local business owners to help accelerate business growth and serving as a vital cog in Utah’s broader economic development engine.

“This is state of the art,” remarked UVU President Matthew S. Holland about the lab’s technology. “We think it is the best in the region, maybe the best in the nation. Certainly, it’s our ambition to become that.”


Best of State college/university marketing teacher Dr. Huff has been published numerous times including:


  • “Seeing Stars: How the Mere Presence of Ratings Influences Willingness to Pay,” American Journal of Business and Management, Vol. 3, No. 3, September 2014
  • “Clicking Through Overload: When Choice Overload Can Actually Increase Choice,” with Aaron Johnson, American Journal of Direct, Data and Digital Marketing Practice, Vol. 16, No. 1, September 2014
  • “The Z Effect: Why Good is Good, But Better is Better,” International Journal of Marketing Studies, Vol. 6, No. 3, June 2014.
  • “When Economic Experiments Can Help Consumer Research,” International Business Research, Vol. 7, No. 5, May 2014.
  • “Consumer Retaliation: Confirmation and Extension,” with Jonathan C. Huefner, Brian L. Parry, Collin R. Payne, Sean D. Otto, Michael J. Swenson, and H. Keith Hunt, Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 15 (Feb), 114-127 (2002).


  • “Consumer Complimenting Behavior: Exploration and Elaboration,” with Collin R. Payne, Brian L. Parry, Sean D. Otto, and H. Keith Hunt, Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 15 (Feb), 128-147 (2002).

Best of State Utah candidates demonstrate achievement and excellence in their fields of endeavor, producing superior results and outcomes. More than 100 judges review the nominations. UVU was honored at the Best of State Awards Gala at the Salt Palace Convention Center in Salt Lake City May 17, 2017.

For more information on the marketing department within the Woodbury School of Business visit www. http://www.uvu.edu/woodbury/marketing/

For more information on the Vivint SMARTLab, visit their facebook page at https://www.facebook.com/vivintsmartlab/


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