Peggy Liu received an original award from the Association for Consumer Research | So Good News


Peggy LiuThe Ben L. Fryrear Chair in Marketing is an assistant professor of business at Pitt’s Joseph M. Katz Graduate School of Businesshe has been given the highest chance of 2022 Early Career Award for Outstanding Contribution to Consumer Research and the Association for Consumer Research (ACR).

The award, which was announced at the ACR’s annual meeting in Denver on Oct. 20-22, 2022, honors the outstanding research contributions of one or more researchers who received their PhD between 5-8 years ago. Award criteria include innovation, methodological sophistication and the ability to improve understanding of consumer behavior. The award committee chose Liu as the sole recipient of the award this year.

“I am very honored to receive the ACR Early Career Award,” said Liu. “I am very grateful to my mentors, advisors and colleagues at Katz, the other Pitt schools and other universities, and my students. I am very excited to continue to do research that seeks to understand and change the lives of consumers, especially in health and communication.”

Liu also received the Journal of Consumer Research (JCR) Outstanding Review Award at the ACR conference, which is presented to members of the JCR Editorial Review Board who have provided constructive, compassionate and timely reviews in the past year.

In 2011, Liu received his bachelor’s degree summa cum laude in psychology separately from Yale University. In 2016, he received his doctorate in business administration from Duke University. He teaches undergraduate and PhD consumer studies in Pitt Business.

Liu has also received numerous other research and teaching awards. He currently serves on the review boards of the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing, and the Journal of Consumer Psychology. He was named one of the Top 50 Business School Graduate Poets & Quants of 2020 and has received the Katz Excellence in Teaching Award multiple times.


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