Beth Dufault

(MENAFN- The Conversation)

• Assistant Professor of Marketing, University of Portland

Profile Articles Activity

Beth Leavenworth DuFault, PhD, is an Assistant Professor of Marketing at the University of Portland. Her research examines how market logics and measurement systems transform care, trust, and belonging across domains such as healthcare, parenting, science, finance, and religion. She studies how metrics, branding, and persuasive storytelling convert moral or intellectual authority into self-vigilance via measurable performance systems. Her recent projects include the rise of biometric baby-monitor markets, the use of patient-experience scores in hospitals, the evolution of credit scores as moral indicators, and the marketing of science. Her work appears in Journal of Consumer Research, Journal of Marketing Management, Sustainability, and Consumption, Markets & Culture, as well as in public venues such as The Sociological Review Magazine. She aims to bridge academic insight and public understanding of how markets shape trust in everyday life.

Experience

• 2024–present Assistant Professor of Marketing, University of Portland
• 2021–2024 Adjunct Professor of Sociology, Memorial University of Newfoundland and Labrador
• 2016–2021 Assistant Professor of Marketing, State University of New York (SUNY) at Albany

Education

• University of California at Los Angeles (UCLA), BA Sociology/Mathematics
• 2016 University of Arizona, PhD/Marketing/Management/Sociology

Publications

• 2025 Sociological Review Magazine, What's in a name
• 2024 Journal of Customer Behavior, Simplifying complexity to reveal the profound
• 2024 Sociological Review Magazine, Catch of the day: How a social enterprise based on fishing helped Newfoundlanders reanimate their cultural identity
• 2022 Sustainability, Social enterprise as a broker of identity resources
• 2020 Consumption Markets & Culture, Self-quantification and the datapreneurial consumer identity
• 2019 Journal of Customer Behavior, Home for Christmas
• 2016 International Journal of nonprofit and voluntary sector marketing, Millennials and boomers: Increasing alumni affinity and intent to give by target market segmentation
• 2014 Journal of Consumer Research, The marketization of religion: Field, capital, and consumer identity

Professional Memberships

• Alpha Kappa Delta International Sociological Honor Society
• American Sociological Association
• American Marketing Association
• Association for Consumer Research

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