معرفی
Maggie Wenjing Liu is a tenured Associate Professor in the Department of Marketing at Tsinghua University's School of Economics and Management (SEM). She holds leadership roles as Associate Director of the Computational and Behavioral Science Lab and China Retail Research Center, and Chair of the Marketing Department's Academic Seminar Committee.
Education:
- Ph.D. in Marketing, Rotman School of Management, University of Toronto
- M.S. in Marketing, NUS Business School, National University of Singapore
- Bachelor in Economics, University of International Business and Economics
Research Focus: Her work centers on consumer behavior, product/service experience, decision science, and pricing, examining psychological mechanisms through experimental and analytical methods. Key themes include ritualistic consumption, AI-human interaction in marketing, visual branding effects, and cross-cultural service responses.
Publication Trends: Recent work (2017-2025) appears in top journals like Production and Operations Management (UTD) and Journal of Consumer Psychology (FT50), revealing strong interdisciplinary connections between behavioral science, marketing strategy, and data-driven consumer insights with increasing focus on AI applications and crisis response.
Scientific Awards:
- National Natural Science Foundation Youth Project Outstanding Evaluation (2017)
- National Natural Science Foundation General Project Outstanding Evaluation (2021)
- Tsinghua University teaching reform project Grade A (2020)
- Beijing Higher Education Young Elite Scholar Award
- Two-time Outstanding Expert Reviewer (Journal of Marketing Science)
- Society of Asian Retailing and Distribution Best Paper Award
Advising & Grants: As a doctoral advisor, she mentors PhD candidates who frequently co-author publications. She secured three National Natural Science Foundation General Programs, one Youth Project, three provincial/ministerial grants, and multiple Tsinghua projects, with two NSFC projects rated Outstanding upon completion.
Labs & Leadership: She co-directs Tsinghua SEM's Computational and Behavioral Science Lab and China Retail Research Center, driving research at the intersection of marketing analytics, consumer neuroscience, and retail innovation while serving on editorial boards for Marketing Letters and Journal of Business Research.
