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Peggy Liu

Assistant Professor of Business Administration

Marketing and Business Economics

Office: 382B Mervis Hall


  • PhD in Business Administration (Marketing) - Duke University, Fuqua School of Business (May 2016)
  • B.S. in Psychology with Distinction, Summa Cum Laude, Phi Beta Kappa - Yale University (May 2011)

Professor Liu’s research focuses on consumer behavior, particularly as it relates to consumer welfare and well-being. She primarily conducts research in three substantive areas, with a common theoretical focus on quality versus quantity aspects of consumption (e.g., "what" vs. "how much" to consume).

  • Health: Factors that shape the healthiness of consumers' choices and consumption, especially in the food domain. Dr. Liu's focus is on how food type versus food quantity changes are differentially perceived and preferred, and the impact of jointly varying both food type and food quantity. 
  • Social: Factors that shape consumers' social connections. Dr. Liu's focus is on (i) how consumers make choices for each other and the impact of these choices and (ii) when and why consumption acts are a source of offense to other consumers. For instance, when and why do consumers favor product quality versus quantity when choosing for others?
  • Health & Social: How consumers jointly manage their personal and interpersonal goals.

Her research has appeared in Journal of Marketing Research, Journal of Marketing, Management Science, Organizational Behavior & Human Decision Processes, Personality & Social Psychology Bulletin, and multiple public health and medical journals.

As part of her research on food decision-making, Professor Liu has worked with multiple members of the food industry, ranging from large, national food companies to small restaurants, to help design win-win solutions that promote healthier eating while also addressing company profit goals. She has also co-authored op-eds in The Washington Post’s Monkey Cage blog about her research on public policy issues. 

  • Min, Kate E.*, Peggy J. Liu*, and Soo Kim*, “Sharing Extraordinary Experiences Fosters Feelings of Closeness,” Personality and Social Psychology Bulletin, forthcoming.
  • Haws, Kelly L., Peggy J. Liu, Joseph P. Redden, and Heidi J. Silver (2017), “Exploring the Relationship Between Varieties of Variety and Weight Loss: When More Variety Can Help People Lose Weight,” Journal of Marketing Research, 54 (4), 619-635.

*denotes equal authorship 

  • Health Domain: Food Type and Quantity, Goal Pursuit, Labeling
  • Social Domain: Choices for Others, Consumption as a Source of Offense, Social Connections
  • Theoretical: Quantity and Non-Quantity Dimension Trade-Offs
  • American Public Health Association
  • Association for Consumer Research
  • Association for Psychological Science
  • Society for Consumer Psychology
  • Society for Judgment and Decision Making
  • Society for Personality and Social Psychology