Dr Jingshi Liu
Senior Lecturer in Marketing (Leadership)
Contact
- +44 (0)20 7040 5434
- Jingshi.Liu@citystgeorges.ac.uk
About
Overview
Jingshi (Joyce) Liu is a Senior Lecturer in Marketing at the Bayes Business School, City St. George's, University of London. Joyce's current research focuses on consumer behavior and sustainability (e.g., social inequality, pro-environmental consumption, ethical consumption). Her research has been published in internationally recognized academic journals, such as Journal of Marketing Research, Journal of Consumer Psychology, Journal of Public Policy & Marketing, Psychology & Marketing, and Journal of Business Research.
Joyce joined Bayes Business School’s Faculty of Management in 2020. She holds a Ph.D. in marketing from Hong Kong University of Science and Technology.
Qualifications
- PhD, Hong Kong University of Science and Technology (HKUST), Hong Kong, July 2020
- Master of Management Studies, Duke University, United States
- Bachelor of Arts, Drew University, United States
Employment
- Senior Lecturer in Marketing, City, University of London, United Kingdom, August 2024 - present
- Lecturer in Marketing, Business School, City, University of London, United Kingdom, September 2020 - July 2024
Languages
Chinese (Cantonese) (can read, write, speak, understand spoken), Chinese (Mandarin) (can read, write, speak, understand spoken) and English (can read, write, speak, understand spoken, peer review)
Expertise
Primary topics
- Consumer Behaviour
- Marketing
Research students
Sinan He
Attendance: September 2021 - November 2025, full-time
Thesis title: How the Overdetermination of Missing Out on Experiences Shapes Consumer Reactions
Role: 2nd Supervisor
Publications
Chapters (2)
- Liu, J.J. and Dalton, A.N. (2025). When Do Consumers Dispose of Possessions? The Effect of Self-inauthenticity on Possession Disposal Decisions. The Routledge Handbook of Identity and Consumption (pp. 505-516). Routledge.
- 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 9789811407949.
Journal articles (8)
- Liu, J.J., Salisbury, L.C., Yao, A.Y., Ramos, G., Cakanlar, A., Mas, E.M.... Dorsey, J.D. (2026). Uplifting Without Overheating: Navigating the Intersection of Financial and Climate Vulnerabilities. Journal of Public Policy & Marketing. doi:10.1177/07439156261453304
- Liu, J.J., Wakeman, S.W. and Norton, M.I. (2025). The egalitarian value of counterfeit goods: Purchasing counterfeit luxury goods to address income inequality. Journal of Consumer Psychology, 35(2), pp. 269-280. doi:10.1002/jcpy.1431
- Liu, J.J. and Dalton, A.N. (2024). The inauthentic consumer: Consequences of self-inauthenticity for possession disposal. Journal of Business Research, 181. doi:10.1016/j.jbusres.2024.114741
- Chen, W. and Liu, J.J. (2023). When less is more: Understanding consumers' responses to minimalist appeals. Psychology & Marketing. doi:10.1002/mar.21869
- Liu, J.J., Dalton, A.N. and Mukhopadhyay, A. (2022). Favorite Possessions Protect Subjective Wellbeing under Income Inequality. Journal of Marketing Research. doi:10.1177/00222437221141053
- Liu, J.J., Mukhopadhyay, A. and Yeung, C.W.-.M. (2022). Psychological and behavioral responses to the declaration of COVID-19 as a pandemic: A comparative study of Hong Kong, Singapore, and the U.S. PLOS ONE, 17(10), pp. e0275854-e0275854. doi:10.1371/journal.pone.0275854
- Liu, J.J., Dalton, A.N. and Lee, J. (2021). The “Self” under COVID-19: Social role disruptions, self-authenticity and present-focused coping. PLOS ONE, 16(9), pp. e0256939-e0256939. doi:10.1371/journal.pone.0256939
- 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