LIU Maggie Wenjing

LIU Maggie Wenjing is an Associate Professor (Tenured) in the Department of Marketing at the School of Economics and Management (SEM), Tsinghua University. She serves as Associate Director of the Computational and Behavioral Science Lab and the China Retail Research Center, and Chair of the Academic Seminar Committee of the Marketing Department. Her research interests include consumer behaviors, product and service experience, decision science, and pricing. She has published in leading journals such as Production and Operations Management, International Journal of Research in Marketing, and Journal of Consumer Psychology. She also contributes to academic journals as an Associate Editor and reviewer.

Maggie Wenjing Liu is an Associate Professor of Marketing at Tsinghua University, specializing in consumer behaviors, product and service experience, decision science, and pricing. Her research explores how consumers respond to service recovery, brand perceptions, and pricing strategies, with a focus on emotional and cognitive factors influencing decision-making. Liu's work also examines consumer delight, outrage, and the impact of social learning on return policies. Her studies highlight the role of mindfulness, rituals, and authenticity in building consumer-brand relationships. Additionally, she investigates the effects of AI on consumer behavior and the psychological mechanisms behind pricing biases.