USC Marshall School of Business  ·  Los Angeles, CA

Brian N.
Huh

I use organizational and consumer behavior frameworks to study decision-making in aviation — accidents, incidents, and the adoption of AI in investigative and operational practice.

Aviation Human Factors AI Trust Behavioral Sciences huhb@marshall.usc.edu

Research

Published · 2024

Human Factors in Aviation Safety: Bridging Behavioral Science and Operational Practice

Peer-reviewed article in the ISASI Forum (Vol. 57, No. 2) examining how organizational and consumer behavior frameworks apply to aviation human factors and safety investigations. Study of 127 aviation safety experts worldwide, in collaboration with the ISASI Human Factors Working Group and USC Viterbi.

ISASI Forum · Vol. 57, No. 2 International Society of Air Safety Investigators

Working Paper · 2024–2025

Trust-Centered Investigations: Integrating Human Factors and Behavioral Science with AI in Aviation Safety

Structural equation modeling study (EFA → CFA → SEM) across 540 aviation safety professionals in 47 countries. Professional engagement emerged as the dominant predictor of AI trust. Presented at ISASI Annual Seminar 2024 (Lisbon) and 2025 (Denver).

β = 0.727 R² = 48.9% p < .001 N = 540 · 47 countries

“What predicts whether aviation safety professionals trust AI tools?”

Composite Trust Measure

01 Curiosity
02 Learned Risk
03 Perceived Utility
04 Structural Access
05 Message Framing
Professional
Engagement
β = 0.727
p < .001
→

Outcome

AI Trust

Variance explained (R²)

48.9% N = 540 · 47 countries
540
Aviation safety professionals
47
Countries represented
EFA → CFA → SEM
Analytic sequence

Curriculum Vitae

Research Experience

Research Coordinator
Columbia Business School
Behavioral research operations at the Center for Decision Sciences.
2015–2017
Research Associate, Marketing Unit
Harvard University
2011–2015
Research Associate, Analytics, Organizations & Markets
University of Chicago Booth School of Business
Prior to 2015
Research Associate, Psychophysiology Laboratory
Stanford University
Prior to 2015

Education

M.S. Applied Psychology
University of Southern California, Dornsife College
2022–2024
Graduate Certificate, Business Analytics
USC Marshall School of Business
2021–2022
Certificate, Performance Leadership
Cornell University, ILR School
2024
B.A. Psychology
Harvard University
2011–2015

Publications & Working Papers

Human Factors in Aviation Safety: Bridging Behavioral Science and Operational Practice
ISASI Forum · Vol. 57, No. 2
Peer-reviewed. Study of 127 aviation safety experts. With the ISASI Human Factors Working Group and USC Viterbi Aviation Safety & Security Program.
Published 2024
Trust-Centered Investigations: Integrating Human Factors and Behavioral Science with AI in Aviation Safety
Working Paper · ISASI Human Factors Working Group
β = 0.727, R² = 48.9%, p < .001. N = 540 across 47 countries. Presented ISASI 2024 Lisbon and ISASI 2025 Denver.
2024–2025

Service & Affiliations

Member, Human Factors Working Group
International Society of Air Safety Investigators (ISASI)
Contributing author to the Next Generation Human Factors Guide. ISASI Annual Seminar 2024 (Lisbon) and 2025 (Denver).
Ongoing
USC Viterbi Aviation Safety — Cross-School Collaboration
University of Southern California
Ongoing

Contact

Inquiries regarding research collaboration and aviation human factors are welcome. Email is preferred.

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huhb@marshall.usc.edu
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