
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
Student Leads
Meet the students who lead day-to-day work at the Marshall Behavioral Research Lab.

Brianna Tran
Administrative Lead
Class of 2028 | Joined Fall 2025
Public Relations and Advertising
Brianna Tran, born-and-raised in LA, studies PR & Advertising at USC Annenberg with a minor in Marketing. From up-and-coming curated fashion brands to GRAMMY Award-winning music studios, she's built her expertise by securing her own clients as a one-woman creative agency — an entrepreneurial streak that now fuels her curiosity about the research behind why people think, feel, and buy the way they do. She's taken that same strategic instinct, as the Research & Operations Lead @ the USC Marshall Behavioral Research Lab, to luxury and lifestyle brands, most recently at Mercedes-Benz USA. She aspires to shape conversation, move culture, and challenge the status quo — with plans to join a global creative agency post-grad as a strategist & down the line, climbing the ranks to creative director or starting an agency of her own once again

Derek Wang
Technical and Data Lead
Class of 2028 | Joined Fall 2025
Business Administration · Behavioral Economics and Psychology
Manages lab software and equipment, communication, and facilitates operational automation.

Chanelle Scheffer
Administrative Assistant
Class of 2027
Business Administration · Psychology
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