Peggy J. Liu

University of Pittsburgh

Peggy Liu, Ph.D., is Ben L. Fryrear Chair in Marketing and Associate Professor of Business Administration at the University of Pittsburgh’s Joseph M. Katz Graduate School of Business.

Professor Liu’s research expertise is consumer behavior, with a focus on the health and social domains. 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, Journal of Personality & Social Psychology, and Personality & Social Psychology Bulletin. She has also published extensively in public health and medical journals.

Professor Liu has won numerous awards and honors across the marketing, psychology, and public policy disciplines. Among the awards and honors she has received are the Association for Consumer Research Early Career Award, the Society for Consumer Psychology Early Career Award, the Behavioral Science and Policy Association New Investigator Award, Marketing Science Institute Young Scholar, the American Marketing Association Marketing and Society SIG Emerging Scholar Award, and the Association for Psychological Science Rising Star Award.

She currently serves on the Editorial Review Boards of four leading marketing journals: Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and Journal of Consumer Psychology. She has received the Journal of Consumer Research’s Outstanding Reviewer Award.

Professor Liu is also an award-winning teacher. She was named one of Poets & Quants Top 50 Undergraduate Business School Professors in 2020. She has also won the Katz Excellence in Teaching Award multiple times. She currently teaches consumer behavior at the undergraduate and Ph.D. levels.