Wendy LiuCurriculum VitaeContact InformationRady School of Management Research AreasJudgment and decision making Industry AreasConsumer Goods 
Assistant Professor Liu focuses her research in the area of consumer behavior. She is interested in understanding the determinants of consumers’ perceptions and decisions. Her recent research examines the effect of choice set composition and decision making procedures on the outcome of people’s decisions. She also studies the role of life experiences and social events in shaping consumers’ preferences and economic behavior. Liu’s research has been published in leading marketing and management journals such as the Journal of Consumer Research and Organizational Behavior and Human Decision Processes. Her work has also been featured in the national media, such as Businessweek and Yahoo News. Before coming to Rady, she was an assistant professor of marketing at the UCLA Anderson School of Management.She received her Ph.D. in marketing from the Stanford Graduate School of Business. Publications“Is Planning Good for You? The Differential Impact of Planning on Self Regulation,” with Claudia Townsend (2012), Journal of Consumer Research, 39 (4, December), 688 - 703 “Grapes of Wrath: The Angry Effects of Self Control,” with David Gal (2011), Journal of Consumer Research, 38 (3, October), 445 – 458 “Bringing Us Closer or Driving Us Apart: The Effect of Consumer Input on Propensity to Transact with an Organization,” with David Gal (2011), Journal of Consumer Research, 38 (2, August), 242 – 259 “Variety, Vice, and Virtue: How Assortment Size Influences Option Choice,” with Aner Sela and Jonah Berger (2009), Journal of Consumer Research, 35 (6, April), 941 – 951 “Focusing on Desirability: The Effect of Decision Interruption and Suspension on Preferences,” (2008) Journal of Consumer Research, 35 (4, December), 640 – 652 “The Happiness of Giving: The Time-Ask Effect,” with Jennifer Aaker (2008) Journal of Consumer Research, 35 (3, October), 543 – 557 “Do You Look to the Future or Focus on Today? The Impact of Life Experience on Intertemporal Decisions,” with Jennifer Aaker (2007) Organizational Behavior and Human Decision Processes, 102 (2, March), 212 – 225 “A New Look at Constructed Choice Processes,” with Dale Griffin and Uzma Khan (2005), Marketing Letters 16, 321 – 333 Book Chapter“The Benefits of Asking for Time,” in Daniel Oppenheimer and Christopher Olivola (Eds.) (2010) The Science of Charity: Experimental Approaches to the Study of Giving, Chapter 12, p 201 – 215, Taylor & Francis, NY. Manuscripts Under Review“Charitable Giving as Social Relationship,” with Genevieve Hyewook Jeong, under revision at Journal of Consumer Research |
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