Dr. Wendy Liu

Biography

Wendy Liu is an Associate Professor of Marketing at the Rady School of Management, University of California, San Diego. She specializes in consumer judgment and decision-making, focusing on the cognitive and affective social bases of consumer preferences and well-being. Her recent research explores decision-making complexity, the psychology of time and money, and pro-social marketing, examining practices across consumer goods, consumer finance, health, and the work-leisure domains. Liu's work has been published in leading journals such as the Journal of Consumer Research and Organizational Behavior and Human Decision Processes, and has been featured in major media outlets including Bloomberg Businessweek and Time Magazine. She teaches an MBA elective course on Consumer Behavior and previously held a faculty position at UCLA Anderson School of Management. Liu earned her Ph.D. in Marketing from Stanford Graduate School of Business.

Research Interests