Peggy Liu

Assistant Professor of Business Administration

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.


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