Dr Chih-Ling LiuLecturer
Dr. Chihling Liu obtained her PhD at Alliance Manchester Business School, U.K. Her primary research interests lie in exploring the relationship between identity, self and consumption with a specific focus on improving consumer welfare and making positive social impact. Her research areas include Self-presentation, Gifting and Stigma management and in the contexts of family and gendered consumption. Her current teaching involves courses on Advanced Topics on Consumer Behavior, Marketing Research and Marketing Research and Consultancy Projects and at both undergraduate and postgraduate levels. She has been an editorial board member of the Journal of Business Research since 2016. She is also a member of Association of Consumer Research (ACR) and Consumer Culture Theory (CCT). Her research has been published in Journal of Business Research, Advances in Consumer Research, and Research in Consumer Behavior.
My current research projects include:
1. SELF-PRESENTATION PROJECT
- Liu, C., Keeling, D. and Hogg, M. (2016), "Strategy Narratives and Wellbeing Challenges: The Role of Everyday Self-Presentation," Journal of Business Research, 69 (1), 234-43.
- Liu, C., Keeling, D. and Hogg, M. (2013),"Strategies For Managing the Relational Self: the Case of Women’s Consumption of Cosmetics", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN: Association for Consumer Research, 118-119.
- Liu, C., Keeling, D. and Hogg, M. (2012), The Unspoken Truth: A Phenomenological Study of Changes in Women's Sense of Self and the Intimate Relationship with Cosmetics Consumption. In: Research in Consumer Behavior, edited by Russell W. Belk, Søren Askegaard, and Linda Scott, Emerald Group Publishing Limited, Vol. 14, 89-107.
- Liu, C., Keeling, D. and Hogg, M. (2012), "Trajectories of the Self: a Phenomenological Study of Women’s Changing Faces Reflected in Cosmetics Consumption", in NA - Advances in Consumer Research Volume 40, eds. ZeynepGürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN: Association for Consumer Research, 875-876.
2. GIFTING PROJECT
- Liu, C., Zhao, X. and Hogg, M., “The Lover and the Savior: Gift Giving within Mother-Daughter Dyads”, Contributing to: “Romantic Gift Giving” edited by Yuko Minowa and Russell W. Belk, forthcoming (Book chapter)
4. MIXED METHOD PROJECT
- McGoldrick, P. and Liu. C. (2016), “Application of Mixed Methods by Consumer Marketing Practitioners: Lessons for the Academy?”, The Academy of Marketing Science (AMS) Conference (Lake Buena Vista, Florida)
5. OTHER PROJECTS
- Liu, C. and Hogg, M., “Consumers’ desired and undesired selves”, Contributing to: “The Routledge Companion to Consumer Behavior” edited by Tina M. Lowrey and Michael R. Solomon, forthcoming (Book chapter)
- MNGT 610 Marketing Research (Qualitative)
- MKGT 402(1) Phiosophy of Social Science
- MKTG 316 Advanced Topics in Consumer Behaviour
- MKTG 310 Marketing Research and Consultancy Project
- MKTG 210 Marketing Research (Qualitative)
Dr Chih-Ling Liu is an editorial board member of the Journal of Business Research.
PhD Supervision Interests
I am keen to supervise PhD students interested in exploring the relationship between identity, self and consumption with a specific focus on improving consumer welfare and making positive social impact.
Application of mixed methods by consumer marketing practitioners: lessons for the academy?
McGoldrick, P., Liu, C. 20/05/2016
Strategy narratives and wellbeing challenges: the role of everyday self-presentation
Liu, C., Keeling, D., Hogg, M. 01/2016 In: Journal of Business Research. 69, 1, p. 234-243. 10 p.
Why does animosity negatively affect product attitudes?: considering the role of anticipated future regret
Daryanto, A., Salciuviene, L., Liu, C. 15/12/2015 In: Advances in Consumer Research. 43
Conceptualizing and examining the process of consumers’ choice of goal-pursuits
Liu, C., Keeling, D., Hogg, M. 2015
Internal strategy narratives and external selves: the case of self-adornment in the management of personal well-being challenges in social relationships
Liu, C., Keeling, D., Hogg, M. 2015
A phenomenological approach to some issues in consumer research
Liu, C., Keeling, D., Hogg, M. 2013 In: Interpretive Consumer Research Workshop .
Strategies for managing the relational self: the case of women’s consumption of cosmetics
Liu, C., Keeling, D.I., Hogg, M. 2013
The unspoken truth: a phenomenological study of changes in women's sense of self and the intimate relationship with cosmetics consumption
Liu, C., Keeling, D.I., Hogg, M. 12/2012 In: Research in Consumer Behavior. Emerald Group Publishing Ltd p. 89-107. 19 p.
Trajectories of the self: a phenomenological study of women’s changing faces reflected in cosmetics consumption
Liu, C., Keeling, D.I., Hogg, M. 2012
Journal of Business Research (Journal)
- Centre for Consumption Insights