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Assistant Professor of Business Administration and Ben L. Fryrear Faculty Fellow, University of Pittsburgh

Professor Liu's research expertise is consumer behavior, with a focus on judgment and decision making in the health domain and the social domain. Her research has been published in top marketing, management, and psychology journals, such as Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Management Science, Journal of Consumer Psychology, Organizational Behavior & Human Decision Processes, and Personality & Social Psychology Bulletin, and she has also published extensively in public health and medical journals. She has won multiple awards for her research, including the ACR-Sheth Foundation Dissertation Award and the Katz Excellence in Research Award, and she was selected as a Marketing Science Institute Young Scholar for 2021. She currently serves on the editorial review boards of Journal of Consumer Research and Journal of Consumer Psychology.

Professor Liu teaches undergraduate consumer behavior at Pitt. She was named one of Poets & Quants Top 50 Undergraduate Business School Professors in 2020, and she has won the Katz Excellence in Teaching Award multiple times.

PhD in Business Administration (Marketing), 2016, Fuqua School of Business, Duke University
BS in Psychology with Distinction (Summa Cum Laude, Phi Beta Kappa), 2011, Yale University


  • –present
    Assistant Professor of Business Administration, University of Pittsburgh