Dr Chih-Ling Liu


Research Overview

My primary research interests lie in exploring the relationship between identity, self and consumption (e.g., identity projects in Consumer Culture Theory). Much of my research focuses on understanding how consumers achieve personal and/or relationship wellbeing through their various self-presentations.

My research topics include:

  1. Consumers and their goal-pursuits
  2. Consumers and Intergenerational Influence
  3. Consumers and Stigma Management
  4. Gendered consumption
  5. Industry Applications of Mixed-Method Marketing Research

Application of mixed methods by consumer marketing practitioners: lessons for the academy?
McGoldrick, P., Liu, C. 20/05/2016
Conference paper

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.
Journal article

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
Journal article

Conceptualizing and examining the process of consumers’ choice of goal-pursuits
Liu, C., Keeling, D., Hogg, M. 2015
Conference paper

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
Conference paper

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
Conference paper

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.
Chapter (peer-reviewed)

Trajectories of the self: a phenomenological study of women’s changing faces reflected in cosmetics consumption
Liu, C., Keeling, D.I., Hogg, M. 2012
Conference paper