Assistant Professor, Director of the Consumer Research Center
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
Dr. Hiler's research interests include consumer behavior, consumer culture, gratuity, relationship marketing, retailing, and service-dominant logic.
Jacob L. Hiler, Laurel Cook, and William Northington (2018), “Making Inconsistent Worlds: A Conceptual Framework for Co-Competition in Service Dominant Logic.” Journal of Consumer Marketing.
Elana Harnish and Jacob L. Hiler (2018), “Don’t Troll Me Bro: A Study of Griefing in Video Games.” Association for Consumer Research - Videography (Dallas, TX).
Avery Kerns and Jacob L. Hiler (2018), “We’re Not So Different: A Study of the Body-Positivity and Fitness Enthusiast Consumer Tribes.” Society for Marketing Advances (West Palm Beach, FL).
Jacob L. Hiler and Andrew Kuo (2017), “Putting on the Cape: A Study of Transformative Consumer Identity.” Society for Marketing Advances (Louisville, KY).
Jacob L. Hiler, William Northington, and Laurel Cook (2017), “Searching for RNGesus: A Study on the Use of Randomization in Video Games.” Association for Consumer Research - Videography (San Diego, CA).
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).
2018 Ohio University College of Business Research Mentor Award
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
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, Frog Ranch Foods, 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, Association for Consumer Research, and the Society for Marketing Advances. 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, The Association for Consumer Research, and The Society for Marketing Advances.
Dr. Hiler currently teaches marketing research, marketplace analytics, and the Consumer Research Center Seminar at Ohio University. He serves as a faculty senator for Ohio University, an advisor on Consumer Research Center projects, and an Honors Tutorial advisor and thesis chair. He has previously taught Principles of Marketing, Consumer Behavior, and Retailing Management.
Connect with Dr. Hiler on LinkedIn.