Portrait of Jingshi Liu

Jingshi Liu

Lecturer in Marketing

Cass Business School, Faculty of Management

Contact

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Bunhill Row

Postal address

Cass Business School
106 Bunhill Row
London
EC1Y 8TZ
United Kingdom

About

Overview

Jingshi (Joyce) Liu is an Assistant Professor (Lecturer) in Marketing at the Bayes Business School (formerly Cass), City, University of London.

Before joining Bayes Business School, Joyce received her Ph.D. in Marketing at the School of Business and Management, Hong Kong University of Science and Technology (HKUST). She also received her Master of Management Studies degree at the Fuqua School of Business, Duke University.

Her current research focuses on consumer psychology, particularly, the relationship between consumption and consumers’ wellbeing and sense of self. Her research has been presented in top international conferences, including Association for Consumer Research (ACR), Society for Consumer Psychology (SCP), and European Marketing Academy (EMAC), and published in academic journals such as Health Economics. She visited Columbia University as a visiting scholar in 2017.

Joyce teaches Digital Marketing and Social Media at both undergraduate and MBA levels. She has also taught Strategic Branding (at HKUST, undergraduate) and Technology and Marketing (at Bayes Business School, MSc).

Qualifications

  1. PhD, Hong Kong University of Science and Technology (HKUST), Hong Kong, Jul 2020
  2. Master of Management Studies, Duke University, United States
  3. Bachelor of Arts, Drew University, United States

Employment

  1. Lecturer in Marketing, Business School, City, University of London, Sep 2020 – present

Expertise

Primary topics

  • Consumer Behaviour
  • Marketing

Publications

Chapter

  1. Liu, J., Dalton, A. and Hong, J. (2019). The Double-Edged Sword of Social Signaling: Antecedents and Consequence of Mixed Emotions in Counterfeit Brand Consumption. In Reddy, S.K. and Han, J.K. (Eds.), The Art and Science of Luxury: An Asian Perspective (pp. 117–127). Singapore Management University. ISBN 978-981-14-0794-9.

Journal article

  1. Kohn, J.L. and Liu, J.S. (2013). THE DYNAMICS OF MEDICAL CARE USE IN THE BRITISH HOUSEHOLD PANEL SURVEY. Health Economics, 22(6), pp. 687–710. doi:10.1002/hec.2845.

Professional activities

Editorial activity (2)

  1. Review competitive and working papers for the Society for Consumer Psychology annual conferences, Conference reviewer.
  2. Review competitive and working papers for the Association for Consumer Research annual conferences, Conference reviewer.

Events/conferences (5)

  1. Association for Consumer Research Annual Conference. (Conference) online (2021). Invited speaker.
    Paper: The Self Under COVID-19: Social Role Disruptions Undermine Self-Authenticity
    Author: Liu, J.
    Co-authors: Dalton, A.; Lee, J.
  2. European Marketing Academy Conference. (Conference) online (2021). Invited speaker.
    Paper: The Social Value of Counterfeit Goods: Purchasing Counterfeits to Reduce Inequality
    Author: Wakeman, W
    Co-authors: Liu, J.; Norton, M.
  3. Society for Consumer Psychology Winter Conference. (Conference) online (2021). Invited speaker.
    Paper: The Social Value of Counterfeit Goods: Purchasing Counterfeits to Reduce Inequality
    Author: Liu, J
    Co-authors: Wakeman, W.; Norton, M.
  4. Association for Consumer Research. (Conference) (2020). Invited speaker.
    Paper: The Egalitarian Value of Counterfeit Goods: How Perceptions of Inequality Illuminate the Hidden Egalitarian Value of Counterfeit Goods
    Author: Jingshi (Joyce) Liu
    Co-authors: Wiley Wakeman; Michael Norton
  5. Association for Consumer Research. (Conference) (2020). Invited speaker.
    Paper: #Favoritethings: How Posting Your Favorite Possessions on Social Media Increases Happiness
    Author: Jingshi (Joyce) Liu
    Co-authors: Amy Dalton; Anirban Mukhopadhyay