Brian N. Huh
Brian oversees the operations of the Marshall Behavioral Research Lab under the Office of the Associate Vice Dean of Research, supporting interdisciplinary research in behavioral science. He manages the lab’s day-to-day functions, research initiatives, and the coordination of faculty and Ph.D. candidate projects. In addition, he manages the Research Assistant and Student Assistant Pools, as well as all subject pools for core BUAD courses 304, 307, and 497, facilitating research participation and data collection.
With expertise in research technologies, Brian ensures that the lab stays at the forefront of behavioral science by integrating advanced tools like eye-tracking systems, biometric sensors, virtual reality setups, and experimental survey software. These methodologies enable researchers to analyze cognitive and emotional responses, track decision-making patterns, and conduct immersive simulations in controlled environments. By leveraging these technologies, our scholars generate insights with real-world applications in business, public policy, and society.
His research interests encompass consumer and organizational behavior within the aviation industry, with a particular emphasis on aviation safety and human factors. He is keenly interested in examining the influence of decision-making processes on passenger experiences, airline operations, and industry dynamics, as well as the role of human behavior in safety protocols and operational efficiency.
Phone: +1 (213) 821-9752
Email: huhb@marshall.usc.edu
