Journal Publications 

Marketing, Management, and Psychology Journals:

1. Kwon, Theresa A., Peggy J. Liu, and Kelly L. Haws, "It Takes One to Buy but Two to Say Goodbye: Preferring Others' Involvement at Different Customer Journey Stages," Journal of Marketing Research, forthcoming. [Download at SSRN, ResearchBox (pre-registrations, materials, data, syntax)].

2. Liu, Peggy J., Theresa A. Kwon, Ximena Garcia-Rada, and Nicole Kim (2025), “The Social Congruency Framework: Mapping Different Types of Social Consumption Experiences,” Current Directions in Psychological Science, 34 (3), 187-94. [Download at SSRN]

3. Min, Lauren, Peggy J. Liu, and Cary Anderson (2025), “The Visual Complexity = Higher Production Cost Lay Belief,” Journal of Consumer Research, 51 (6), 1167-85. [Download at SSRN, ResearchBox (pre-registrations, materials, data, syntax)]

4. Garcia-Rada, Ximena, Tami Kim, and Peggy J. Liu (2025), "Consumption Sacrifice," Journal of Consumer Psychology, 35 (1), 61-80. [Download open access]

5. Liu, Peggy J., and Kelly L. Haws (2024), “Weight Stigma: Do We Believe that Everyone Can Enjoy Healthy Behaviors?” Journal of Experimental Social Psychology, 114, 104630. [Download open access, ResearchBox (pre-registrations, materials, data, syntax)]

6. Wight, Kelley Gullo, Peggy J. Liu, Lingrui Zhou, and Gavan J. Fitzsimons (2024), "Sharing Food Can Backfire: When Healthy Choices for Children Lead Parents to Make Unhealthy Choices for Themselves," Journal of Marketing Research, 61 (3), 451-471. [ResearchBox (pre-registrations, materials, data, syntax)]

7. Liu, Peggy J., and Kelly L. Haws (2023), “A Framework for Aligning REAL Food Public Policy with Consumers’ Multiple Eating Motivations,” Journal of Public Policy and Marketing, 42 (4), 343-347.

8. Liu, Peggy J., SoYon Rim, Lauren Min, and Kate E. Min (2023), “The Surprise of Reaching Out: Appreciated More than We Think,” Journal of Personality and Social Psychology, 124 (4), 754-71. [Download at SSRN, ResearchBox (pre-registrations, materials, data, syntax)]

9. Madan, Shilpa, Gita V. Johar, Jonah Berger, Pierre Chandon, Rajesh Chandy, Rebecca Hamilton, Leslie John, Aparna Labroo, Peggy J. Liu, John G. Lynch Jr., Nina Mazar, Nicole Mead, Vikas Mittal, Christine Moorman, Michael I. Norton, John Roberts, Dilip Soman, Madhu Viswanathan, and Katherine White (2023), “Reaching for Rigor and Relevance: Better Marketing Research for a Better World,” Marketing Letters, 34, 1-12. [Download at ResearchGate]

10. Woolley, Kaitlin, Daniella Kupor, and Peggy J. Liu (2023), “Does Company Size Shape Product Quality Inferences? Larger Companies Make Better High-Tech Products, but Smaller Companies Make Better Low-Tech Products,” Journal of Marketing Research, 60 (3), 425-448. [OSF (pre-registrations, materials, data, syntax), How I Wrote This Podcast]

11. Liu, Peggy J. (2022), “Frequency versus Intensity: How Thinking of a Frequent Consumption Indulgence as Social versus Solitary affects Preferences for How to Cut Back,” Journal of Marketing Research, 59 (3), 497-516. [web appendix, ResearchBox (pre-registrations, materials, data, syntax)]

12. Liu, Peggy J., J. Jeffrey Inman, Beibei Li, Charlene Wong, and Nathan Yang (2022), “Consumer Health in the Digital Age,” Journal of the Association for Consumer Research, 7 (2), 198-209. [Download at SSRN]

13. Liu, Peggy J., and Theresa A. Kwon (2022), "Predicting Others' Social Interaction Preferences: What to Do, for How Long, and How Often," Current Opinion in Psychology, 43, 139-145. [Download at SSRN]

14. Chandon, Pierre, Kelly Haws, and Peggy J. Liu (2022), “Paths to Healthier Eating: Perceptions and Interventions for Success,” Journal of the Association for Consumer Research, 7 (4), 383-392. [Download at SSRN, ResearchBox, ACR Consumer 101 Insights Podcast]

15. Haws, Kelly L., Peggy J. Liu, Brent McFerran, and Pierre Chandon (2022), “Examining Eating: Bridging the Gap Between ‘Lab Eating’ and ‘Free-Living Eating',” Journal of the Association for Consumer Research, 403-418. [Download at SSRN]

16. Liu, Peggy J. and Ernest Baskin (2021), “The Quality versus Quantity Tradeoff: Why and When Choices for Self versus Others Differ,” Personality and Social Psychology Bulletin, 47 (5), 728-740. [web appendix, OSF (pre-registrations, materials, data, syntax)]

17. Baskin, Ernest and Peggy J. Liu (2021), "Meaningless Descriptors Increase Price Judgments and Decrease Quality Judgments," Journal of Consumer Psychology, 31 (2), 283-300. [web appendix 1, web appendix 2, OSF (pre-registrations, materials, data, syntax)]

18. Kim, Soo, Peggy J. Liu, and Kate E. Min (2021), “Reminder Avoidance: Why People Hesitate to Disclose Their Insecurities to Friends,” Journal of Personality and Social Psychology, 121 (1), 59-75. [web appendix, OSF (pre-registrations, materials, data, syntax)]

19. Woolley, Kaitlin and Peggy J. Liu (2021), "How You Estimate Calories Matters: Calorie Estimation Reversals," Journal of Consumer Research, 48 (1), 147-168. [web appendix, OSF (pre-registrations, materials, data, syntax)]

20. Liu, Peggy J. and Kelly L. Haws (2020), "Cutting Calories: The Preference for Lower Caloric-Density versus Smaller Quantities among Restrained and Unrestrained Eaters,” Journal of Marketing Research, 57(5), 948-965. [web appendix]

21. Liu, Peggy J., Cait Lamberton, and Kelly L. Haws (2020), “The Aggregated Extremes Effect: Not All Routes to ‘Balanced’ Bundles are Equally Appealing,” Journal of Consumer Psychology, 30(2), 219-239. [web appendix]

22. Liu, Peggy J., Brent McFerran, and Kelly L. Haws (2020), "Mindful Matching: Ordinal versus Nominal Attributes," Journal of Marketing Research, 57(1), 134-155. [web appendix]

23. Liu, Peggy J. and Kate E. Min (2020), “Where Do You Want to Go for Dinner? A Preference Expression Asymmetry in Joint Consumption,” Journal of Marketing Research, 57(6), 1037-1054. [web appendix, OSF (pre-registrations, data, syntax)]

24. Haws, Kelly L., Peggy J. Liu, Steven K. Dallas, John Cawley, and Christina A. Roberto (2020), “Any Size for a Dollar: The Effect of Any-Size-Same-Price versus Standard Pricing on Beverage Size Choices,” Journal of Consumer Psychology, 30(2), 392-401. [web appendix]

25. Liu, Peggy J., Steven K. Dallas, and Gavan J. Fitzsimons (2019), "A Framework for Understanding Consumer Choices for Others," Journal of Consumer Research, 46(3), 407-434. [web appendix] 

26. Liu, Peggy J., Kelly L. Haws, Karen Scherr, Joseph P. Redden, James R. Bettman, and Gavan J. Fitzsimons (2019), “The Primacy of ‘What’ Over ‘How Much’: How Type and Quantity Shape Healthiness Perceptions of Food Portions,” Management Science, 65 (7), 3353-3381. [web appendix, data]

27. Liu, Peggy J., Cait Lamberton, James R. Bettman, and Gavan J. Fitzsimons (2019), “Delicate Snowflakes and Broken Bonds: A Conceptualization of Consumption-Based Offense,” Journal of Consumer Research, 45 (6), 1164-1193. [web appendix]

28. Dallas, Steven K., Peggy J. Liu, and Peter A. Ubel (2019), “Don't Count Calorie Labeling Out: Calorie Counts on the Left Side of Menu Items Lead to Lower Calorie Food Choices,” Journal of Consumer Psychology, 29 (1), 60-69. [web appendix, web appendix figures]

29. Rim, SoYon, Kate E. Min, Peggy J. Liu, Tanya L. Chartrand, and Yaacov Trope (2019), “The Gift of Psychological Closeness: How Feasible Versus Desirable Gifts Reduce Psychological Distance to the Giver,” Personality and Social Psychology Bulletin, 45 (3), 360-371. [web appendix]

30. Tangari, Andrea, My (Myla) Bui, Kelly L. Haws, and Peggy J. Liu (2019), “That’s Not So Bad, I’ll Eat More! Backfire Effects of Calories-per-Serving Information on Snack Consumption,” Journal of Marketing, 83 (1), 133-150. [web appendix]

31. Liu, Peggy J., Steven K. Dallas, Matt Harding, and Gavan J. Fitzsimons (2018), “The Sales Impact of Featuring Healthy Foods, Indulgent Foods, or Both: Findings from a Large-Scale Retail Field Study,” Journal of the Association for Consumer Research, 3 (3), 346-363. [web appendix]

32. Liu, Peggy J. and Stephanie C. Lin (2018), “Projecting Lower Competence to Maintain Moral Warmth in the Avoidance of Prosocial Requests,” Journal of Consumer Psychology, 28 (1), 23-39. [web appendix]

33. Min, Kate E., Peggy J. Liu, and Soo Kim (2018), “Sharing Extraordinary Experiences Fosters Feelings of Closeness,” Personality and Social Psychology Bulletin, 44 (1), 107-121. [web appendix, data]

34. Haws, Kelly L., Peggy J. Liu, Joseph P. Redden, and Heidi J. Silver (2017), “Exploring the Relationship Between Naturally-Occurring Dietary Variety and Weight Loss: When More Variety Can Help People Lose Weight,” Journal of Marketing Research, 54 (4), 619-635. [web appendix]

35. Liu, Peggy J., Kelly L. Haws, Cait Lamberton, Troy H. Campbell, and Gavan J. Fitzsimons (2015), “Vice-Virtue Bundles,” Management Science, 61 (1), 204-228. [web appendix, data]

36. Liu, Peggy J., Cait Lamberton, and Kelly L. Haws (2015), “Should Firms Use Small Financial Benefits to Express Appreciation to Consumers? Understanding and Avoiding Trivialization Effects,” Journal of Marketing, 79 (3), 74-90. [web appendix, OSF [data, syntax])

37. Liu, Peggy J., Troy H. Campbell, Gavan J. Fitzsimons, and Gráinne M. Fitzsimons (2013), “Matching Choices to Avoid Offending Stigmatized Group Members,” Organizational Behavior and Human Decision Processes, 122 (2), 291-304.

Public Health and Medical Journals:

38. Mayer, Natasha, Julie Cassidy, Lauren M. Wasser, Peggy J. Liu, and Andrew M. Williams (2025), “Seeing the Unseen: Uncovering Health-Related Social Needs through Universal Screening at an Academic Ophthalmology Practice,” Eye, 39 (8), 1501-1507.

39. Atta, Sarah, Richard B. Brown, Julie Cassidy, Lauren M. Wasser, Natasha Mayer, Peggy J. Liu, and Andrew M. Williams (2024), “Effect of a Patient Portal Reminder Message After No-Show on Appointment Reattendance in Ophthalmology: A Randomized Clinical Trial,” American Journal of Ophthalmology, 263, 93-98. 

40. Atta, Sarah, Haniah A. Zaheer, Owen Clinger, Peggy J. Liu, Evan L. Waxman, Dana McGinnis-Thomas, José-Alain Sahel, and Andrew M. Williams (2023), “Characteristics Associated With Barriers To Eye Care: A Cross-Sectional Survey at a Free Vision Screening Event,” Ophthalmic Research, 66, 170-178. 

41. Williams, Andrew M., Tadhg Schempf, Peggy J. Liu, and Jullia A. Rosdahl (2023), “Loss to Follow Up Among Glaucoma Patients over 10 Years at a Tertiary Eye Center: Prevalence, Risk Factors, and Clinical Outcomes,” Ophthalmic Epidemiology, 30 (4), 383-391.

42. Erwin, Savannah R., Peggy J. Liu, Nandini Datta, Julia Nicholas, Alannah Rivera-Cancel, Mark Leary, Tanya L. Chartrand,  Nancy L. Zucker (2022), “Experiences of Mimicry in Eating Disorders,” Journal of Eating Disorders, 10 (1), 1-14. [OSF (data)]

43. Williams, Andrew M., Peggy J. Liu, Kelly W. Muir, and Evan L. Waxman (2018), “Behavioral Economics and Diabetic Eye Exams,” Preventive Medicine, 112 (1), 76-87.

44. Haws, Kelly L. and Peggy J. Liu (2016), “Combining Food Type(s) and Food Quantity Choice in a New Food Choice Paradigm Based on Vice-Virtue Bundles,” Appetite, 103 (1), 441-449.

45. Haws, Kelly L. and Peggy J. Liu (2016), “Half-Size Me? How Calorie and Price Information Influence Ordering on Restaurant Menus with Both Half and Full Entree Portion Sizes,” Appetite, 97 (1), 127-137.

46. ​Liu, Peggy J., James R. Bettman, Arianna R. Uhalde, and Peter A. Ubel (2015), “How Many Calories Are in My Burrito? Improving Consumers’ Understanding of Calorie Range Information,” Public Health Nutrition, 18 (1), 15-24.

47. Dallas, Steven K., Peggy J. Liu, and Peter A. Ubel (2015), “Potential Problems with Increasing Serving Sizes on the Nutrition Facts Label,” Appetite, 95 (1), 577-584. [web appendix]

48. Liu, Peggy J., Jessica Wisdom, Christina A. Roberto, Linda J. Liu, and Peter A. Ubel (2014), “Using Behavioral Economics to Design More Effective Food Policies to Address Obesity,” Applied Economic Perspectives and Policy, 36 (1), 6-24.

49. Bragg, Marie A., Peggy J. Liu, Christina A. Roberto, Vishnu Sarda, Jennifer L. Harris, and Kelly D. Brownell (2013), “The Use of Sports References in Marketing of Food and Beverage Products in Supermarkets,” Public Health Nutrition, 16 (4), 738-740. 

50. Hawley, Kristy, Christina A. Roberto, Marie A. Bragg, ​Peggy J. Liu, Marlene B. Schwartz, and Kelly D. Brownell (2013), “The Science on Front-of-Package Food Labels,” Public Health Nutrition, 16 (3), 430-439.

51. Williams, Andrew M., R. Rand Allingham, Harrison S. Beckwith, Peggy J. Liu, Cecilia Santiago-Turla, and Kelly W. Muir (2013), “Patient and Family Attitudes about an Eye Donation Registry for Research,” Current Eye Research, 38 (9), 945-951.

52. Liu, Peggy J., Christina A. Roberto, Linda J. Liu, and Kelly D. Brownell (2012), “A Test of Different Menu Labeling Presentations,” Appetite, 59 (3), 770-777.

Other Publications (Book Chapters, Practitioner Outlets)

Book Chapters:

53. Liu, Peggy J. and Theresa A. Kwon (2023), “Shared Consumption,” in the Cambridge Handbook of Consumer Psychology, 2nd edition, ed. Cait Lamberton, Derek Rucker, and Stephen Spiller, 416-444. [Download at SSRN]

54. Wight, Kelley Gullo, Peggy J. Liu, James R. Bettman, and Gavan J. Fitzsimons (2022), “Social Relationships and Consumer Behavior,” in APA Handbook of Consumer Psychology, ed. Lynn Kahle, Tina Lowrey, and Joel Huber, 351-372. [Download at SSRN]

Practitioner Outlets:

55. Barasch, Alixandra, Kaitlin Woolley, and Peggy J. Liu (2022), “When Someone Asks Your Opinion, Give It,” Harvard Business Review. 

56. Woolley, Kaitlin, Daniella Kupor, and Peggy J. Liu (2022), “Evaluating High-Tech versus Low-Tech Products Leads to Opposing Quality Inferences as a Function of Company Size,” Marketing Science Institute Working Paper Series (22-112).

57. Brick, Danielle J., Peggy J. Liu, and Yue Qin (2015), “Behavioral Economics and Beyond: Insights and Applications,” Marketing Science Institute Conference Report (15-301), 1-10.

Peggy Liu's Google Scholar Profile

Peggy Liu's Scopus Profile