Wendy Liu

Wendy Liu is an Associate Professor of Marketing at the University of California, San Diego, within the Rady School of Management. Her research interests include consumer behavior, marketing strategy, and digital marketing. She is affiliated with the Business Administration department and can be contacted via email at weliu@ucsd.edu. Her professional profile is available at https://rady.ucsd.edu/faculty/wendy-liu.html.

Wendy Liu is an Associate Professor of Marketing at the University of California San Diego Rady School of Management. Her research focuses on Consumer Behavior, Behavioral Decision Theory, Judgment and Decision Making, Social Cognition, and Behavioral Economics. Liu's work explores how psychological factors influence consumer choices, including the impact of context, time, and self-regulation on decision-making processes. Her studies often examine the interplay between emotional and cognitive factors in shaping consumer behavior, with a particular emphasis on happiness, giving, and intertemporal decisions. Her research has been published in various academic journals and has contributed to understanding the complexities of human decision-making in real-world contexts.