Beth DuFault, Ph.D.

Assistant Professor of Marketing, Pamplin School of Business

Beth DuFault is a consumer behavior scholar with a Ph.D. in marketing and management with a focus on economic and cultural sociology. She is an alumna of UCLA (go Bruins!) and University of Arizona. As a consumer behavior scholar, she is keenly interested in consumer trends and cultural changes. Her academic corpus has centered around changing markets at the societal level, changing consumer identity at the individual level, and the intersections of these transformations. Specifically, Beth researches the marketization of institutions (e.g. health care, religion, hospitals, finance/credit, science, higher education), and consumer identity changes related to changing institutions (e.g. the datafication of society and the quantification of the individual; consumers leaving identity-salient institutions). With a background as a respiratory therapist in the neonatal intensive care unit, she is now studying how to improve patient and parent experiences in our health care systems. Beth comes to University of Portland via State University of New York (Albany) and Memorial University of Newfoundland. She chose Pamplin School of Business at UP because of its mission to educate the future leaders of our world in ethical, honorable, socially responsible business practices. Beth enjoys playing piano, practicing yoga, cooking, and everything ocean related. She and her family are also avid soccer fans and are excited about the wonderful soccer-watching opportunities here in Portland.