Peggy Liu

  • Ben L. Fryrear Faculty Fellow
  • Assistant Professor of Business Administration


Peggy Liu is an Assistant Professor of Marketing and Ben L. Fryrear Faculty
Fellow at the University of Pittsburgh's Joseph M. Katz Graduate School of

Professor Liu's research expertise is consumer behavior, with a focus on
the health and social domains. 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, Journal of Personality & Social Psychology
and Personality & Social Psychology Bulletin. She has also published
extensively in public health and medical journals.

Professor Liu has won many awards and honors for her research. She won the
SCP Early Career Award in 2021. She was also selected as a Marketing
Science Institute Young Scholar for 2021. She was ranked by the American
Marketing Association as one of the top 50 most productive authors in the
last 10 years in the premier AMA journals (Journal of Marketing Research
and Journal of Marketing) in 2021. She currently serves on the Editorial
Review Boards of Journal of Consumer Research and Journal of Consumer

Professor Liu is also an award-winning teacher. She was named one of Poets
& Quants Top 50 Undergraduate Business School Professors in 2020. She has
also won the Katz Excellence in Teaching Award multiple times. She
currently teaches undergraduate consumer behavior.


  • 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

Recent Publications

Professor Liu's updated list of publications is available at:


Professor Liu's updated CV is available at:

Academic Area

Marketing and Business Economics