Richie Liu Assistant Professor School of Marketing and International Business 413 Business Building Stillwater Campus 405-744-8641 (Phone)


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


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

Richie L. Liu, David Sprott, Eric Spangenberg & Sandor Czellar. (2016). "The Branded Self and its Impact on Brand Relationship Norms". Winter AMA Educators' Conference.

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 & Ioannis Kareklas. "Images Paired with Concrete Claims Improve Skeptical Consumers’ Responses to Advertising Promoting a Firm’s Good Deeds". Journal of Marketing Communications. (Forthcoming).

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.

Awards and Honors

Exceptional Professor Award (2015)
Doctoral Fellow, AMA – Marketing and Public Policy Doctoral Consortium (2014)
Outstanding Graduate Student Teaching Award (2014)
Doctoral Fellow, AMA – Sheth Doctoral Consortium (2013)
Doctoral Fellow, Robert A. Mittelstaedt Doctoral Symposium (2012)