Peggy Liu

23 catalog papers. Identity-linked publications and additional name matches are distinguished below.

ORCID: 0000-0002-7049-4929

Publications

• It Takes One to Buy but Two to Say Goodbye: Asymmetrical Preference for Others’ Involvement in Product Decisions Across the Customer Journey — Journal of Marketing Research 2026
• Consumption sacrifice — Journal of Consumer Psychology 2025
• The Visual Complexity = Higher Production Cost Lay Belief — Journal of Consumer Research 2025
• Sharing Food Can Backfire: When Healthy Choices for Children Lead Parents to Make Unhealthy Choices for Themselves — Journal of Marketing Research 2024
• 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 2023
• 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 2022
• How You Estimate Calories Matters: Calorie Estimation Reversals — Journal of Consumer Research 2021
• Meaningless Descriptors Increase Price Judgments and Decrease Quality Judgments — Journal of Consumer Psychology 2021
• The Aggregated Extremes Effect: Not All Routes to “Balanced” Bundles are Equally Appealing — Journal of Consumer Psychology 2020
• Any Size for a Dollar: The Effect of Any-Size-Same-Price Versus Standard Pricing on Beverage Size Choices — Journal of Consumer Psychology 2020
• Where Do You Want to Go for Dinner? A Preference Expression Asymmetry in Joint Consumption — Journal of Marketing Research 2020
• Cutting Calories: The Preference for Lower Caloric Density Versus Smaller Quantities Among Restrained and Unrestrained Eaters — Journal of Marketing Research 2020
• Delicate Snowflakes and Broken Bonds: A Conceptualization of Consumption-Based Offense — Journal of Consumer Research 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 2019
• A Framework for Understanding Consumer Choices for Others — Journal of Consumer Research 2019
• The Primacy of “What” over “How Much”: How Type and Quantity Shape Healthiness Perceptions of Food Portions — Management Science 2019
• That’s Not So Bad, I’ll Eat More! Backfire Effects of Calories-per-Serving Information on Snack Consumption — Journal of Marketing 2019
• Projecting Lower Competence to Maintain Moral Warmth in the Avoidance of Prosocial Requests — Journal of Consumer Psychology 2018
• Exploring the Relationship between Varieties of Variety and Weight Loss: When more Variety can Help People Lose Weight — Journal of Marketing Research 2017
• Should Firms Use Small Financial Benefits to Express Appreciation to Consumers? Understanding and Avoiding Trivialization Effects — Journal of Marketing 2015
• Vice-Virtue Bundles — Management Science 2015
• Matching choices to avoid offending stigmatized group members — Organizational Behavior and Human Decision Processes 2013
• The Benefits of Bundling Material Goods with Moderate Usage Complementarity — Journal of Consumer Research