Peggy J. Liu, Ph.D., is the Ben L. Fryrear Professor of Marketing at the University of Pittsburgh's Joseph M. Katz Graduate School of Business and College of Business Administration. Professor Liu's research expertise is consumer behavior, with a focus on the health and social domains. Her research has been published in top marketing, management, and psychology journals, such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Management Science, Journal of Consumer Psychology, Organizational Behavior & Human Decision Processes, Journal of Personality & Social Psychology, and Personality & Social Psychology Bulletin. She has also published extensively in public health and medical journals. Professor Liu has won numerous prestigious awards and honors across the marketing, psychology, and public policy disciplines, including:Marketing: Association for Consumer Research Early Career Award, Society for Consumer Psychology Early Career Award, American Marketing Association Marketing & Society Emerging Scholar Award, American Marketing Association Retail & Pricing Emerging Scholar Award, Marketing Science Institute Young ScholarPsychology: Association for Psychological Science Janet Taylor Spence Award for Transformative Early Career Contributions, Association for Psychological Science Rising Star AwardPublic Policy: Behavioral Science and Policy Association New Investigator AwardProfessor Liu has also won the University of Pittsburgh Chancellor's Distinguished Research Award.She currently serves on the Editorial Review Boards of four leading marketing journals: Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and Journal of Consumer Psychology. She has received the Journal of Consumer Research's Outstanding Reviewer Award.Professor Liu is also an award-winning teacher. She was named one of Poets & Quants Top 50 Undergraduate Business School Professors in 2020. She has also won the Katz Excellence in Teaching Award multiple times. She currently teaches consumer behavior at the undergraduate and Ph.D. levels.