Liu, Yan Associate Professor

academicarticle

• Kan, C., Liu, Y. L., Lichtenstein, D. R., & Janiszewski, C. (2023). The Negative and Positive Consequences of Placing Nonpromoted Products Next to Promoted Products. Journal of Marketing.  87(6), 928-948.
  
• Guo, F., & Liu, Y. (2023). The Effectiveness of Membership-Based Free Shipping: An Empirical Investigation of Consumers' Purchase Behaviors and Revenue Contribution. Journal of Marketing.  87(6), 869-888.
  
• Chen, H. A., Choi, W., Liu, Y. L., Sun, H., & Liu, F. u. (2021). More or Less? Consumer Goal Orientation and Product Choice. Customer Needs and Solutions.  8(1-2), 16-26.
  
• Choi, W. J., Sun, H., Liu, Y. L., & Chen, H. A. (2020). Guess Who Buys Cheap? The Effect of Consumers' Goal Orientation on Product Preference. Journal of Consumer Psychology.  30(3), 506-514.
  
• Li, T., Liu, Y., Li, M., Qian, X., & Dai, S. Y. (2020). Mask or no mask for COVID-19: A public health and market study. PLoS ONE.  15(8), e0237691-e0237691.
  
• Li, K. J., & Liu, Y. (2019). Same or Different? An Aesthetic Design Question. Production and Operations Management.  28(6), 1465-1485.
  
• Liu, Y., Shankar, V., & Yun, W. (2017). Crisis Management Strategies and the Long-Term Effects of Product Recalls on Firm Value. Journal of Marketing.  81(5), 30-48.
  
• Liu, Y., Li, K. J., Chen, H. A., & Balachander, S. (2017). The Effects of Products' Aesthetic Design on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency. Journal of Marketing.  81(1), 83-102.
  
• Liu, Y., & Shankar, V. (2015). The Dynamic Impact of Product-Harm Crises on Brand Preference and Advertising Effectiveness: An Empirical Analysis of the Automobile Industry. Management science.  61(10), 2514-2535.
  
• Liu, Y., & Balachander, S. (2014). How long has it been since the last deal? Consumer promotion timing expectations and promotional response. Quantitative Marketing and Economics.  12(1), 85-126.
  
• Balachander, S., Liu, Y., & Stock, A. (2009). An Empirical Analysis of Scarcity Strategies in the Automobile Industry. Management science.  55(10), 1623-1637.
  
• Liu, Y., Kilmer, R. L., & Lee, J. (2007). Canadian Orange Juice Imports and Production Level Import Demand. Journal of Agribusiness.  25(1), 17-29.
  
• Shen, W., Liu, Y. L., & Wang, Y. A. Penalty or Reward? The Effect of Social Disincentives on Online Users Contributions. Management science.