Diplomas/Degrees
Diplomas/Degrees
Ph.D. in Marketing, University of Central Florida (2015)
M.B.A., University of Alaska Fairbanks (2009)
M.A., University of Bristol (2006)
B.B.A., Guangdong University of Foreign Studies (2005)
Recent Courses
Recent Courses
Marketing
Marketing Management
Social Media Marketing
Specialization/Interests
Specialization/Interests
Marketing Research (Undergraduate & Graduate), Marketing Management (Graduate), Principles of Marketing, Advertising Management, Marketing Strategy, Consumer Behavior, Integrated Marketing Communications
Teaching Philosophy
Teaching Philosophy
“The best way to learn is to teach, the best way to teach is to keep learning, and that what counts in the end is having had a shared, reflected experience.”— Frank Friedman Oppenheimer
Research Interests
Research Interests
Social Cognition and Perceptual Biases, Consumer Decision-Making, Frontline Management, Sustainable Consumption and Consumer Well-being
Articles
Articles
Liu, Fan, Zachary Johnson, Carolyn Massiah, and Tina M. Lowrey (2020), “Non-Monetary and Nonreciprocal Freecycling: Motivations for Participating in Online Alternative Giving Communities,” Journal of Consumer Behaviour, 1-12.
Liu, Fan, Xin He, and Ze Wang (2019), “The Differential Impact of Group Entitativity on Donation of Time versus Money,” Advances in Consumer Research, 47.
Wang, Ze, Huifang Mao, Yexin J. Li, and Fan Liu (2017), “Smile Big Or Not? Effects of Smile Intensity on Perceptions of Warmth and Competence,” Journal of Consumer Research, 43(5), 787-805.
Johnson, Zachary, Fan Liu, and Yichao Tian (2016), “Country of Origin Non-Fit: When Country of Origin Non-Fit Enhances Consumer Evaluations,” Academy of Marketing Studies Journal, 20(2), 74-81.
Wang, Ze, Xin He, and Fan Liu (2016), “From Similitude to Success: The Effects of Facial
Resemblance on Perceptions of Team Effectiveness,” Journal of Experimental Psychology:
Applied, 22(1), 48-58.
Wang, Ze, Xin He, and Fan Liu (2015), Examining the Effect of Smile Intensity on Age Perceptions. Psychological Reports: Mental & Physical Health, 117(1), 188-205.
Wang, Ze, Aaron Arndt, Surendra Singh, Monica Biernat, and Fan Liu (2013), You lost me at hello: How and when accent-based biases are expressed and suppressed. International Journal of Research in Marketing, 30(2), 185-196.
Wang, Ze, Fan Liu, and Huifang Mao (2012), Reading Smiles to Read Minds: Impact of Positive Facial Affective Displays on Perceptions. Advances in Consumer Research, 40, 1081-1082.
Conference Presentations
Conference Presentations
Liu, Fan, Carolyn Massiah, and Tina M. Lowrey (2015). My Trash is Your Treasure: Revisiting Participants’ Motivations to Engage in Alternative Giving Communities. In Advances in Consumer Psychology (pp. 265-268). eds. Andrea Morales and Patti Williams.
Liu, Fan, Carolyn Massiah, and Tina M. Lowrey (2015). My Trash is Your Treasure: Revisiting Participants’ Motivations to Engage in Alternative Giving Communities. In Society for Consumer Psychology. Phoenix, AZ.
Liu, Fan, Tina M. Lowrey, and Carolyn Massiah (2014). My Trash is Your Treasure: Revisiting Participants’ Motivations to Engage in Alternative Giving Communities. In AMA Summer Marketing Educator’s Conference. San Francisco, CA.
Wang, Ze, Xin He, and Fan Liu (2014). A Three-Year Effect: Impact of Smile Strength on Perceived Age. In American Marketing Association Winter Marketing Educators’ Conference Proceeding (pp. Vol. 25, C-78-79). eds. Gary Hunter and Tom Steenburgh.
Wang, Ze, Xin He, and Fan Liu (2014). A Three-Year Effect: Impact of Smile Strength on Perceived Age. In AMA Winter Marketing Educator’s Conference. Orlando, FL.
Liu, Fan, Xin He and Wang Ze (2013). Happy Faces, Sad Faces: The Interactive Effects of Affective Displays and Donation Types on Charitable Giving. In North American Conference for the Association for Consumer Research. Chicago, IL.
Liu, Fan, Xin He, and Wang Ze (2013). Time versus Money: The Impact of Affective Displays on Donation. In Advances in Consumer Psychology (pp. 153). eds. Tom Meyvis and Raj Raghunathan.
Liu, Fan, Xin He, and Ze Wang (2013). Time versus Money: The Impact of Affective Displays on Donation. In Society for Consumer Psychology. San Antonio, TX.
Liu, Fan (2012). An Interruption Effect on Service Recovery. In North American Conference for the Association for Consumer Research. Vancouver, BC, Canada.
Wang, Ze, Aaron Arndt, Surendra Singh, Monica Biernat, and Fan Liu (2012). The Expression and Suppression of Accent-Based Biases in Services. In American Marketing Association Winter Marketing Educators’ Conference Proceeding (pp. Vol. 23, 373-374). eds. Sundar Bharadwaj and John Hulland.
Wang, Ze, Aaron Arndt, Surendra Singh, Monica Biernat, and Fan Liu (2012). The Expression and Suppression of Accent-Based Biases in Services. In AMA Winter Marketing Educator’s Conference. St. Petersburg, FL.
Grants
Grants
Adelphi Faculty Development Grant. The Effect of Facial Cues on Consumer Decision Making. Received from Adelphi University in 2016.
Transformative Consumer Research Grant. Sharing in a Really Free Market. Received from Association for Consumer Research and Sheth Foundation in 2011.
Honors and Accomplishments
Honors and Accomplishments
--Graduate Research Excellence Fellowship, University of Central Florida, 2013-2015
--Graduate Catalog’s Student Profile Spotlight, University of Central Florida, 2014
--AMA Sheth Foundation Doctoral Consortium Fellow, University of Michigan, 2013
--Nominee of the Marketing Department for Graduate Research Award at the University of Central Florida in 2013, 2014
--AMA DocSIG Film Contest Winner, along with awards of two free registrations to the Summer ’12 and Winter ’13 AMA conferences, 2012
--Graduate Travel Fellowship, University of Central Florida, 2010-2015
--SGA Conference and Travel Funding, University of Central Florida, 2010-2015
Professional Activities
Professional Activities
--AMA Winter Doctoral Symposium Fellow, Orlando, FL, 2014
--Conference Reviewer, Association for Consumer Research Conference, 2013
--Conference Reviewer, Society of Consumer Psychology Conference, 2013
--Workshop Certificate Recipient, Mediation and Moderation, the University of Kansas Continuing Education Course, KU Stats Camp, 2012
--Book Reviewer, Advertising and Promotion: An Integrated Marketing Communications Perspective, Belch & Belch, 9th edition, 2012
--AMA Winter Doctoral Symposium Fellow, St. Petersburg, FL, 2012
--Conference Reviewer, Film Festival in ACR Conference, 2011
--ACR Doctoral Symposium Fellow, St. Louis, LA, 2011
--Graduate Teaching Assistant/Associate Trainee, University of Central Florida, 2010
--ACR Doctoral Symposium Fellow, Jacksonville, FL, 2010
--Multimedia coordinator, Arctic Innovation Competition, Fairbanks, AK 2008-2009
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