Richie Liu Assistant Professor School of Marketing and International Business 240 Business Building Stillwater Campus 405-744-8641 (Phone)


Ph D, Washington State University Marketing2015
MBA, Gonzaga University Business2006
BS, Santa Clara UniversityEconomics2000


Richie L. Liu, David Sprott, Eric Spangenberg, Sandor Czellar & Kevin Voss. (2018). "Consumer Preference for National vs. Private Brands: The Influence of Brand Engagement and Self-Concept Threat". Journal of Retailing and Consumer Services. 41, 90-100.

Richie L. Liu, T. Weaver, M. Mulder, L. Koppenhafer & K. Scott. "Diving In Together or Toes in the Water: The Interplay of Relational and Transactional Approaches to Poverty Alleviation.". Journal of Business Research. (Forthcoming).

Richie L. Liu, David Sprott, Eric Spangenberg & Sandor Czellar. (2018). "Engaging with Brands: The Influence of Dispositional and Situational Brand Engagement on Customer Advocacy,” in Customer Engagement Marketing". Switzerland: Springer International: eds. Robert Palmatier, V. Kumar, and Colleen Harmeling; Customer Engagement Marketing. , 269-292.

Elizabeth Minton, Richie L. Liu & Christopher Lee. (2018). "The 101 Calorie Mini Pack: The Interaction Between Numerical and Verbal Marketing Cues". Marketing Letters. 29 (2), 225-239.

Jeff Joireman, Richie L. Liu & Ioannis Kareklas. (2018). "Images Paired with Concrete Claims Improve Skeptical Consumers’ Responses to Advertising Promoting a Firm’s Good Deeds". Journal of Marketing Communications. 24 (1), 83-102.

Kathryn Johnson, Richie L. Liu, Elizabeth Minton, Darrell Bartholomew, Mark Peterson, Adam Cohen & Jeremy Kees. (2017). "Citizens’ Representations of God and Support for Sustainable Policies". Journal of Public Policy and Marketing, 36 (2), 362-378.

Mark Mulder & Richie L. Liu. (2017). "Consumer Awareness and Motivation for Organic Food Consumption: Exploring the Environmental and Health Considerations Surrounding the Production of Organic Food; Understanding Perspectives on Organic Products from the Consumer, Producer and Retailer,” in Deciphering Organic Foods: A Comprehensive Guide to Organic Food Production, Consumption, and Promotion". New York, NY: Nova: eds. Ioannis Kareklas and Darrel D. Muehling; Deciphering Organic Foods: A Comprehensive Guide to Organic Food Production, Consumption, and Promotion. , 1-28.

David Sprott & Richie L. Liu. (2016). "Research Trends on Branding in Consumer Psychology". Current Opinion in Psychology. 10, 124-128.

Jeff Joireman, Dustin Smith, Richie L. Liu & Jonathan Arthurs. (2015). "It’s All Good: Corporate Social Responsibility Reduces Negative and Promotes Positive Responses to Service Failures among Value-Aligned Customers". Journal of Public Policy and Marketing, 34 (1), 32-49.

Jeff Joireman & Richie L. Liu. (2014). "Future-Oriented Women will Pay to Reduce Global Warming: Mediation via Political Orientation, Environmental Values, and Belief in Global Warming". Journal of Environmental Psychology. 40 (4), 391-400.