Peggy Liu

Assistant Professor of Business Administration


Marketing and Business Economics
119B Mervis Hall
Curriculum Vitae: 


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)


Peggy J. Liu’s research focuses on consumer behavior, particularly as it relates to consumer welfare and well-being. She primarily conducts research in three areas. In one area of research, Professor Liu examines factors that shape the healthiness of people's choices and consumption, primarily in the food domain. She focuses particularly on understanding barriers to healthy eating and strategies for decreasing the perceived conflict between healthy eating and having an enjoyable eating experience. In a second area of research, she examines how choices for others (e.g., everyday product choices, gifts, thank-you gifts) impact aspects of the interpersonal relationship, both in the context of consumer-consumer relationships and firm-consumer relationships. Finally, in a third area of research, Professor Liu bridges her interests in both physical well-being and social well-being by focusing on how consumers manage their personal and interpersonal goals. Her research has appeared in Management Science, Journal of Marketing, Journal of Marketing Research, Organizational Behavior & Human Decision Processes, 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. 

Research Interests

  • Food Choice; Decreasing Goal Conflict in the Food Domain (Health vs. Taste, Health vs. Social)
  • Choices for Others; Consumer-Consumer and Firm-Consumer Relationships
  • Managing Personal and Interpersonal Goals

Recent Publications

Haws, Kelly L., Peggy J. Liu, Joseph P. Redden, and Heidi J. Silver (forthcoming), “Exploring the Relationship Between Varieties of Variety and Weight Loss: When More Variety Can Help People Lose Weight,” Journal of Marketing Research.  

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.

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