Peggy Liu

Assistant Professor of Business Administration


Marketing and Business Economics
382B Mervis Hall

Personal Website (including CV):


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. 

Recent Publications

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), 619-625.  

Haws, Kelly L. and Peggy J. Liu (2016), “Combining Food Type(s) and Food Quantity Choice in a New Food Choice Paradigm Based on Vice-Virtue Bundles,” Appetite, 103 (August), 441-449.

Haws, Kelly L. and Peggy J. Liu (2016), “Half-Size Me? How Calorie and Price Information Interact with Portion Size on Healthy Choices from Restaurant Menus,” Appetite, 97 (February),  127-137.

Dallas, Steven K., Peggy J. Liu, and Peter A. Ubel (2015), “Potential Problems with Increasing Serving Sizes on the Nutrition Facts Label,” Appetite, 95 (December), 577-584.

Liu, Peggy J., Cait Lamberton, and Kelly L. Haws (2015), “Should Firms Use Small Financial Benefits to Express Appreciation to Consumers? Understanding and Avoiding Trivialization Effects,” Journal of Marketing, 79 (May), 74-90.

Liu, Peggy J., Kelly L. Haws, Cait Lamberton, Troy H. Campbell, and Gavan J. Fitzsimons (2015), “Vice-Virtue Bundles,” Management Science, 61 (January), 204-228.

Liu, Peggy J., James R. Bettman, Arianna R. Uhalde, and Peter A. Ubel (2015), “How Many Calories Are in My Burrito? Improving Consumers’ Understanding of Calorie Range Information,” Public Health Nutrition, 18 (January), 15-24.

Liu, Peggy J., Jessica Wisdom, Christina A. Roberto, Linda J. Liu, and Peter A. Ubel (2014), “Using Behavioral Economics to Design More Effective Food Policies to Address Obesity,” Applied Economic Perspectives and Policy, 36 (March), 6-24 (lead article).

Liu, Peggy J., Troy H. Campbell, Gavan J. Fitzsimons, and Gráinne M. Fitzsimons (2013), “Matching Choices to Avoid Offending Stigmatized Group Members,” Organizational Behavior and Human Decision Processes, 122 (November), 291-304.

Bragg, Marie A., Peggy J. Liu, Christina A. Roberto, Vishnu Sarda, Jennifer L. Harris, and Kelly D. Brownell (2013), “The Use of Sports References in Marketing of Food and Beverage Products in Supermarkets,” Public Health Nutrition, 16 (April), 738-740.

Hawley, Kristy, Christina A. Roberto, Marie A. Bragg, Peggy J. Liu, Marlene B. Schwartz, and Kelly D. Brownell (2013), “The Science on Front-of-Package Food Labels,” Public Health Nutrition, 16 (March), 430-439.

Williams, Andrew M., R. Rand Allingham, Harrison S. Beckwith, Peggy J. Liu, Cecilia Santiago-Turla, and Kelly W. Muir (2013), “Patient and Family Attitudes about an Eye Donation Registry for Research,” Current Eye Research, 38 (September), 945-951.

Liu, Peggy J., Christina A. Roberto, Linda J. Liu, and Kelly D. Brownell (2012), “A Test of Different Menu Labeling Presentations,” Appetite, 59 (December), 770-777.

*denotes equal authorship

Professional Affiliations

  • 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