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

• Health: food perceptions and decision-making (types, portions, frequencies); food labeling; addressing health barriers across the consumer-patient journey

• Social: choices for others (gift-giving, everyday favors, shared consumption, caregiving); consumption as a source of connection; consumption as a source of offense

• Financial: financial perceptions and decision-making; lay beliefs linking marketplace cues to cost/price/quality inferences

• Intersections: how consumers jointly address health, social, and financial considerations