Portrait of Dr Jingshi Liu

Dr Jingshi Liu

Senior Lecturer in Marketing (Leadership)

Bayes Business School, Faculty of Management

Contact

Visit Jingshi Liu

Bunhill Row

Postal address

City St George's, University of London
Northampton Square
London
EC1V 0HB
United Kingdom

About

Overview

Jingshi (Joyce) Liu is an Assistant Professor (Senior Lecturer) in Marketing at the Bayes Business School, City, University of London. Joyce's current research focuses on consumer psychology, particularly, the relationship between consumption and consumers’ wellbeing and sense of self. Her research has been published in internationally recognized academic journals, such as Journal of Marketing Research, Journal of Consumer Psychology, Psychology and Marketing, Journal of Business Research, and PLOS One.

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, Jul 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, Aug 2024 – present
  • Lecturer in Marketing, Business School, City, University of London, Sep 2020 – Jul 2024

Languages

Chinese (Cantonese) (can read, write, speak and understand spoken), Chinese (Mandarin) (can read, write, speak and understand spoken) and English (can read, write, speak, understand spoken and peer review).

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 articles (7)

  1. 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.

    [publisher’s website]

  2. 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.
  3. Chen, W. and Liu, J.J. (2023). When less is more: Understanding consumers' responses to minimalist appeals. Psychology & Marketing. doi:10.1002/mar.21869.
  4. Liu, J.J., Dalton, A.N. and Mukhopadhyay, A. (2023). Favorite Possessions Protect Subjective Wellbeing under Income Inequality. Journal of Marketing Research. doi:10.1177/00222437221141053.
  5. 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). doi:10.1371/journal.pone.0275854.

    [publisher’s website]

  6. 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). doi:10.1371/journal.pone.0256939.

    [publisher’s website]

  7. 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.

    [publisher’s website]

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.