Dr. Chih-Ling Liu's research activity is predominantly in the area of consumer culture theory, exploring the interrelationships between consumption, self and identity, with a specific focus on improving consumer welfare and subjective wellbeing.
Her teaching involves courses on Advanced Topics on Consumer Behavior, Marketing Research and Marketing Research and Consultancy Projects at both undergraduate and postgraduate levels. She has been an editorial board member of the Journal of Business Research since 2016. She is also a member of the Association of Consumer Research (ACR), Consumer Culture Theory (CCT) and the University's Centre for Consumption Insights (CCI). Her research has been accepted in Journal of Consumer Research, Journal of Business Research, European Journal of Marketing, Marketing Theory, Journal of Marketing Management, Advances in Consumer Research, and Research in Consumer Behavior.