Sep. 2017-Jan. 2018, Southwestern University of Finance and Economics
Principles of Marketing (undergraduate, in English), Instructor
Feb. 2017- Jun. 2017, Southwestern University of Finance and Economics
Global Marketing (International MBA, in English), Teaching Assistant
Sep. 2007-Jul. 2009, University of International Business and Economics
Corporate Social Responsibility, Marketing (undergraduate, in English)
Aug. 2012 – May 2015, Nanyang Technological University (Singapore)
Cross-cultural consumer behaviors, Brand management, Power and power distance, Implicit theories, Deceptive advertising, and Corporate social responsibilities
Malhotra, Naresh K., Soumya Mukhopadhyay, Xiaoyan Liu, and Satyabhusan Dash (2012), “One, few or many? An integrated framework for identifying the items in measurement scales,” International Journal of Market Research, 54(6), 27-54.
Chiu-Yue Chiu, Xiaoyan Liu (2013), “The Search for the Psychology of Meaning: A review of The Psychology of Meaning”, PsycCRITIQUES, 58(40), Article 1.
Xiaoyan Liu, Sharon Ng, Elison Lim (2014), “Power Distance and Consumer Evaluation of Vertical Brand Extension”, in NA- Advances in Consumer Research, e.d. June Cotte and Stacy Wood, Vol. 42, 586-587.
SoHyun Bae, Xiaoyan Liu*, Sharon Ng (2016), “On Self-construal and Lie Acceptability: Culture and Consumer Responses toward Deceptive Advertising”, in NA - Advances in Consumer Research, e.d., Page Moreau and Stefano Puntoni, Duluth, Vol. 44, 387-388.
Huimin Tan, Xingying Lv, Xiaoyan Liu, and Dogan Gursoy (forthcoming), “Evaluation nudge: Effect of evaluation mode of online customer reviews on consumers’ preferences”, Tourism Management.