Yan (Lucy) Liu

Associate Professor


Yan (Lucy) Liu is an Associate Professor in Marketing and Retailing Studies at the Mays Business School. Her research interests are in structural modeling, consumer dynamic choice, brand and product management strategies. Her research has been published in Management Science, Journal of Marketing and Quantitative Marketing and Economics. She has teaching experience in marketing principles,  marketing research, and pricing courses at both undergraduate and graduate levels .


Liu, Yan, Venkatesh Shankar and Wonjoo Yun (2017), “Sources and Financial Consequences of Product-harm Crises: Evidence from Automobile Industry.” Journal of Marketing 81.5.30-48

Liu, Yan, Krista Li, Haipeng Chen and Subramanian Balachander(2017), “An Empirical Study of Product Design’s Effect on Sales and Marketing Effectiveness: The Role of Segment Prototypicality and Brand Consistency.” Journal of Marketing 81.1: 83-102.

Liu, Yan and Venky Shankar (2015) “The Dynamic Impact of Product-Harm Crises on Brand Equity and Advertising Effectiveness: An Empirical Analysis of the Automobile Industry,” Management Science 61.10, 2514-2535

Liu, Yan and Subramanian Balachander (2014). “How long has it been since the Last Deal? Consumer Promotion Timing Expectations and Promotional Response,” Quantitative Marketing and Economics, 12 (1), 85-126.

Balachander, Subramanian, Yan Liu, and Axel Stock (2009). “An Empirical Analysis of Scarcity Strategies in the Automobile Industry,” Management Science, 55 (10), 1623-1637 .