Wendy Liu

Associate Professor of Marketing

Curriculum Vitae

Contact Info

Rady School of Management
Wells Fargo Hall, Room 3W115
9500 Gilman Drive #0553
La Jolla, CA 92093-0553
Phone: (858) 8227471­
Fax: (858) 5340744­
E-mail: weliu@ucsd.edu


MBA Consumer Behavior
PhD Consumer Behavior

Research Areas

Consumer Preferences and Decision Making
Motivation and Affect
Economics and Wellbeing

Industry Areas

Customer Communications
Customer Journey and Interface
Brand Management
Marketing Research
Wendy Liu

Wendy Liu is Associate Professor of Marketing at the UCSD Rady School of Management. She teaches the MBA course Consumer Behavior. Dr. Liu specializes in consumer judgment and decision making, focusing on the cognitive and emotional basis of consumer choice, social interactions, and well-being. Her recent research topics include decision making under complexity, self control decisions, and the role of emotions and social motivations in customer behavior. She also studies consumer behavior in medical and health domains.

Dr 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 Time Magazine.

Dr Liu received her Ph.D. in Marketing from the Stanford Graduate School of Business. She was a faculty of the UCLA Anderson School of Management prior to joining UCSD Rady.


"Divergent Temporal Courses of Liking vs. Wanting in Response to Persuasion," with Mingyu Joo and Kenneth Wilbur (forthcoming), Emotion.

"The Effect of an Interruption on Risk Decisions," with Daniella Kupor and On Amir (2018), Journal of Consumer Research, 44 (6, April), 1205-1219.

"How Context Affects Choice," with Raphael Thomadsen et al. (2018), Customer Needs and Solutions, 5 (1-2), 3-14.

"Effect of Co-payment on Behavioral Response to Consumer Genomic Testing," with Cinnamon Bloss et al. (2018), Translational Behavioral Medicine, 8 (1, January), 130 - 136. 

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