Education
Ph.D., Management (Marketing Area), Purdue University, West Lafayette, INMS, Food and Resource Economics, University of Florida, Gainesville, FL
BS, Finance, Central University of Finance and Economics(中央财经大学), Beijing, China
Research Interest
Methods: Structural Models, Empirical IO, Machine Learning, Bayesian Estimation, Causal InferenceTopics: Product Management (product design, product harm crisis, product review), Pricing and Promotion, Advertising, Influencer Marketing
Biography
Yan “Lucy” Liu is Professor of Marketing at Mays Business School, Texas A&M University. Her research uses structural modeling, empirical industrial organization, machine learning, Bayesian methods, and causal inference to study substantive questions in product management, pricing and promotion, advertising, digital platforms, and influencer marketing. Her research has appeared in leading journals, including Management Science, Journal of Marketing, Journal of Consumer Psychology, Production and Operations Management, and Quantitative Marketing and Economics. She currently serves as an Associate Editor for the Journal of the Academy of Marketing Science, the International Journal of Research in Marketing, andDecision Sciences, and she is a member of the Editorial Review Board of the Journal of Retailing.
Dr. Liu teaches marketing research at the undergraduate level, marketing metrics and marketing analytics/pricing at the master’s level, and quantitative marketing modeling at the doctoral level. She has chaired or co-chaired multiple doctoral dissertations and is actively involved in doctoral training and mentoring. Her professional service includes co-chairing the 2023 American Marketing Association Summer Academic Conference. She received the Mays Business School Research Excellence Award in 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.