معرفی
Dr. Yue Liu serves as an Assistant Professor of Marketing at Southern Connecticut State University, teaching undergraduate and graduate courses including Principles of Marketing, Consumer Behavior, Strategic Marketing, and Design Thinking for Life and Marketing. Her research bridges marketing theory with psychological insights to examine consumer decision-making processes.
Her primary research focuses on social power dynamics in consumption contexts, differential impacts of experiential versus material purchases on well-being (particularly regarding loneliness alleviation), women empowerment in marketplaces, and cognitive maximizing mindsets. She employs experimental methodologies to investigate how subtle visual cues like facial symmetry in digital communication affect consumer responses.
Dr. Liu's scholarly output reveals a consistent trajectory examining psychological mechanisms in consumer behavior, with recent work emphasizing digital communication elements (emoji design) and therapeutic consumption patterns. Her publications demonstrate interdisciplinary connections between marketing, social psychology, and behavioral economics.
Dr. Liu has secured significant research funding through multiple grants:
- 'Experiential Consumption to Reduce Loneliness' (University of Surrey, $600)
- 'Healing Effects of Experiential Consumption versus Material Consumption on Feeling of Loneliness' (SCSU, $3,000)
- 'Power and Consumer Behavior' (SCSU, $1,000)
- 'Power Effects on Consumer Well-Being' (SCSU, $3,765)
- 'The Empowerment of Consumers' (SCSU, $2,000)
- 'The Hidden Effect of Experiential Consumption: Relieving Us from Feeling Lonely' (SCSU, $5,000)
- Co-Principal Investigator on 'iTeach Essentials Course' (SCSU, $15,000)
No scientific awards were documented in the available information.
