Skip to content

Hiler, Jacob

Assistant Professor

Marketing
Copeland 622
740-593-2007
hilerj@ohio.edu

Education

Ph.D. in Business Administration (Marketing) - Louisiana State University

M.B.A. in Business Intelligence - Xavier University

B.S.B.A. in Marketing - Xavier University

Research Interests

Consumer behavior, consumer culture, gratuity, relationship marketing, retailing, and service-dominant logic.

Selected Publications

Andrew Kuo, Jacob L. Hiler, and Richard J. Lutz (2016), “From Super Mario to Skyrim: A Framework for the Evolution of Video Game Consumption.”  Journal of Consumer Behaviour.

Andrew Kuo, Richard J. Lutz, and Jacob L. Hiler (2016), “Brave New World of Warcraft: A Conceptual Framework for Active Escapism.”  Journal of Consumer Marketing.

Jacob L. Hiler, Andrew Kuo, and William Northington (2016), “Living the Stream: A Study of Voyeuristic Consumption in Video Game Live Streaming.” The Association for Consumer Research Film Festival (Berlin, Germany).

Jacob L. Hiler and Andrew Kuo (2014), “The Mask We Wear: Consumer Escapism Through Cosplay,” The Association for Consumer Research Film Festival (Baltimore, MD).

Jacob L. Hiler (2012), “Co-Creation and Co-Production of Value: Competition Amongst Subcultures of Consumption.” The Association for Consumer Research Film Festival (Vancouver, BC, Canada).

Stephanie Mangus, ​Jacob L. Hiler, ​and Ben McLarty (2012), “A New Tool for Customer Segmentation: Defining and Measuring Relationship Proneness.” ​American Marketing Association: Summer Marketing Educators Conference (Chicago, IL).

Jacob L. Hiler, Dan Rice, and Dora Schmit (2012), “The Effects of Unwarranted Tip Requests on Self-Conscious Emotions, Attitudes, & Re-Patronage Intentions.”  The Academy of Marketing Science: North American Conference (New Orleans, LA).

Stephanie Mangus, Jacob L. Hiler, Judith Anne Garretson Folse, William C. Black, and Anna M. Walz (2012), “What Customers Value: Relationships & Utility.”  The Academy of Marketing Science: North American Conference (New Orleans, LA).

Awards

2017 Emerald Literati Network Awards for Excellence - Highly Commended Paper for “Brave New World of Warcraft: A Conceptual Framework for Active Escapism” in the Journal of Consumer Marketing

2014 AMA Sheth Foundation Consortium Fellow

2014 Graduate Student Teaching Award Nominee, Louisiana State University

2013 Daryl McKee Memorial PhD Award 

2013 Southeast Marketing Symposium - ­Outstanding Service Award

Biography

Dr. Jacob Lee Hiler is an assistant professor of marketing and academic director of the Consumer Research Center 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 Vodka, Merck, Perdue Farms, and Hilton Worldwide.  He continues that passion for applied marketing research with the Consumer Research Center having advised various projects for International Dairy Queen, The Kellogg Company, J.P. Morgan Chase, Rocky Brands, and Gatesman.

His research interests include consumer behavior, consumer culture, gratuity, relationship marketing, retailing, and service-dominant logic. His work has appeared in the Journal of Consumer Behavior and the Journal of Consumer Marketing, as well as at various conferences including the American Marketing Association – Summer Marketing Educators Conference, Academy of Marketing Sciences, and Association for Consumer Research.  He is also an avid academic filmmaker having had multiple films presented at the ACR Film Festival.  Dr. Hiler also serves as a reviewer for the Journal of Marketing Management and The Association for Consumer Research.

Dr. Hiler currently teaches Marketing Research, Marketplace Analytics, & the Consumer Research Center Seminar at Ohio University.  He is also an advisor on Consumer Research Center projects and an Honors Tutorial advisor.  He has previously taught Principles of Marketing, Consumer Behavior, and Retailing Management.

Connect with Dr. Hiler on LinkedIn.