Professor Liu's expertise is on consumer behavior, with a focus on perceptions, judgments, decisions, consumption, and experiences in the following domains:

• Social well-being domain: How consumers make choices for others and the impact of these choices on consumer and company outcomes | When and why consumption acts are a source of offense to other consumers

• Physical well-being domain: How consumers make judgments and decisions regarding consumption types, quantities, and frequencies, to manage health | How consumers make decisions that jointly consider health and financial considerations | How consumers’ food decisions are affected by different forms of product labeling

• Intersection of these domains: How consumers jointly manage their personal goals (e.g., health, financial) and their social goals