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Yan "Lucy" Liu

Professor of Marketing
Director of Marketing Ph.D Program
Arch H. Aplin III ’80 Department of Marketing

Education

Ph.D. in Management (Marketing Area), Purdue University, West Lafayette, IN

M.S. in Food and Resource Economics, University of Florida, Gainesville, FL.

B. S. in Finance, Central University of Finance and Economics(中央财经大学), Beijing, China

Research Interest

Structural Models, Empirical IO, Machine Learning, Bayesian Estimation, Causal Inference, Product Management, Pricing and Promotion, Advertising

Biography

Yan “Lucy” Liu is a Professor of Marketing and Director of the Marketing Ph.D. Program at the Mays Business School, Texas A&M University. Her research interests span structural models, empirical industrial organization, machine learning, Bayesian estimation, and causal inference, with applications in product management (product design, product-harm crises, and product reviews), pricing and promotion, influencer marketing and content economy, and consumer choices. Her research has been published in Management Science, Journal of Marketing, Journal of Consumer Psychology, Production and Operations Management, Quantitative Marketing and Economics, and other leading journals. She currently serves as an Associate Editor for the International Journal of Research in Marketing and Decision Sciences and is on the Editorial Review Board for the Journal of the Academy of Marketing Science.
Dr. Liu has taught courses in marketing research, and marketing principles at undergraduate level, marketing metrics, and marketing analytics and pricing, at the master level, and quantitative marketing modeling at the PhD level. She has also co-chaired the American Marketing Association Summer Academic Conference (2023) and received the Mays Business School Research Excellence Award (2023).

Research Publications

Wenqi Shen, Yan Liu, and Yun Wang (2024), ” Penalty or Reward? The Effect of Social Disincentives on Online Users’ Contributions.” Accepted, Management Science

Kan, Christina, Yan Liu, Donald R. Lichtenstein, and Chris Janiszewski (2023), “The Negative and Positive Consequences of Placing Products Next to Promoted Products.” Journal of Marketing, 87(6), 928-948.

Fangfei Guo and Yan Liu (2023), “The Effectiveness of Membership-based Free Shipping: An Empirical Investigation on Consumers’ Purchase Behaviors and Revenue Contributions.” Journal of Marketing, 87(6), 869-888.

Haipeng Chen, Woo Jin Choi, Haoying Sun, and Yan Liu (2021), “More or Less? Consumer Goal Orientation and Product Choice.” Customer Needs and Solutions 8, 16–26.

Li, Tom, Yan Liu, Man Li, Xiaoning Qian, and Susie Y. Dai. “Mask or no Mask for COVID-19: A Public Health and Market Study.” PloS one 15, no. 8 (2020): e0237691.

Woo Jin Choi, Haipeng Chen, Haoying Sun, Yan Liu (2020) “Guess Who Buys Cheap? The Effect of Consumers’ Goal Orientation on Product Preference,” Journal of Consumer Psychology, 30 (3), 506-514

Li, Krista J. and Yan Liu (2019), “Same or Different? An Aesthetic Design Question,” Production and Operations Management 28, no. 6 (2019): 1465-1485

Liu, Yan, Venkatesh Shankar and Wonjoo Yun (2017), “Crisis Management Strategies and the Long-Term Effects of Product Recalls on Firm Value,” Journal of Marketing 81.5.30-48

Liu, Yan, Krista Li, Haipeng Chen, and Subramanian Balachander (2017), ” The Effects of Products’ Aesthetic Design on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency,” Journal of Marketing 81.1: 83-102.

Liu, Yan, and Venkatesh Shankar (2015). “The Dynamic Impact of Product-Harm Crises on Brand Preference 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.