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
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
2021 Marketing Science Institute Young Scholar. 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


  • 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