Education Background:

Ph.D., Marketing, Jul. 2016

Nanyang Business School, Nanyang Technological University (Singapore)

M.A., Marketing, July 2009

School of Business, University of International Business and Economics (China)

B.A., Marketing, July 2007

School of Business, University of International Business and Economics (China)

Working Experience:

Associate Professor in Marketing

May 2016 - present, Southwestern University of Finance & Economics

Tutor and Teaching Assistant

Aug. 2010 - May 2015, Nanyang Technological University

Junior Analyst

Jan. 2010 - Jun. 2010, TNS Consulting Group (Beijing)

Teaching Assistant

Sep. 2007 - Jul. 2009, University of International Business and Economics,

Teaching Experience:

Organizational Behaviors (undergraduate, English), Instructor

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)

Research Interest:

Cross-cultural consumer behaviors, Brand management, Power and power distance, Implicit theories, Deceptive advertising, and Corporate social responsibilities

Publications:

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.

吕兴洋, 刘小燕, 谭慧敏,奖励对于顾客口碑的影响研究与替代性手段的寻求--以餐饮企业的点评返现活动为例，旅游学刊. (forthcoming)

Xiaoyan Liu (2007), Chapter 4: B2B Buying Behaviors, in Principles of Marketing, e.d., Xiaohong Liu, Chemical Industry Press, Beijing. (Chinese)

Research in Progress:

SoHyun Bae, Xiaoyan Liu*, and Sharon Ng, “On Self-construal and Lie Acceptability”. (1st round R & R)

Xiaoyan Liu, Sharon Ng, Elison Lim, “The Impacts of Power Distance Belief on Vertical Brand Extension Evaluation”. (manuscript in preparation)

Min Zhang, Xiaoyan Liu*, “Effects of Brand Image, Brand Love and Self-Congruity on Online Word-of-Mouth”. (ready for submission)

Xiaoyan Liu*, Shaobo Li, Elison Lim, “The Value of Process and Efforts: Effects of Implicit Theory on Service Recovery”. (preliminary draft)