Peggy J. Liu, Ph.D., is the Ben L. Fryrear Professor of Marketing at the University of Pittsburgh's 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 the 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, Journal of Experimental Social Psychology, and Personality & Social Psychology Bulletin. She has also published extensively in public health and medical journals. 

Professor Liu has won numerous prestigious awards and honors across the marketing, psychology, and public policy disciplines, including:

• Marketing: Association for Consumer Research Early Career Award, Society for Consumer Psychology Early Career Award, American Marketing Association Marketing & Society Emerging Scholar Award, American Marketing Association Retail & Pricing Emerging Scholar Award, Marketing Science Institute Young Scholar, American Marketing Association CBSIG Research in Practice Award

• Psychology: Association for Psychological Science Fellow, Association for Psychological Science Janet Taylor Spence Award for Transformative Early Career Contributions, Association for Psychological Science Rising Star Award

• Public Policy: Behavioral Science and Policy Association New Investigator Award

Professor Liu has also won the University of Pittsburgh Chancellor's Distinguished Research Award.

She currently serves as an Associate Editor at the Journal of Consumer Research. She also currently serves on the Editorial Review Boards of 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. 

Education

• PhD in Business Administration (Marketing), 2016, Fuqua School of Business, Duke University

• BS in Psychology with Distinction (Summa Cum Laude, Phi Beta Kappa), 2011, Yale University