Peggy J Liu
Biographic Data
| ID | 4100937 |
|---|---|
| NAME | Peggy J Liu |
| GIVEN NAMES | Peggy J |
| FAMILY NAME | Liu |
| SIGNATURE | LIU P J |
| AFFILIATIONS | Duke University |
| ORCID | 0000-0002-7049-4929 |
| VERIFIED | Yes |
| TOTAL WORKS | 18 |
| TOTAL CITATIONS | 68 |
| AUTHOR COUNT | 18 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2012 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 5 |
The Benefits of Bundling Material Goods with Moderate Usage Complementarity
Firms can bundle material goods together in various ways, including based on their usage complementarity (i.e., the likelihood that the goods are used together). While prior research has investigated the consequences of bundling products that are high (vs. low) in usage complementarity, the current research uncovers the benefits of bundling products that are moderate in usage complementarity (e.g., a coffee mug and a folding chair). Thirteen pre-…
Health as an Alibi: The Virtuous Framing of Appearance Pursuits
In many societies, attaining cultural ideals of physical attractiveness is desirable (e.g., being beautiful), but pursuing physical attractiveness is not (e.g., being vain). How do people address these paradoxical standards? We argue that people meet the standards to both appear slim and appear to have good values by disguising their true motives for ambiguous actions (i.e., diet and exercise): they project more virtuous health motives to others …
The Visual Complexity = Higher Production Cost Lay Belief
Brands and retailers often offer different aesthetic versions of the same base product, which vary from visually simple to visually complex. How should managers price these different aesthetic versions of the same base product? This research provides insights for such decisions through uncovering a novel consumer lay belief about the relationship between visual complexity and production costs. Consumers associate simple (vs. complex) visual aesth…
Weight stigma: Do we believe that everyone can enjoy healthy behaviors
Weight-based stigma is prevalent, increasing, and has many negative consequences. This research examines people's beliefs about what other people with heavy versus thin body types enjoy, in terms of food and activities. Predictions of others' enjoyment are important, as they can shape various downstream judgments, including beliefs about other people's likely goal pursuit success, and recommendations and choices for others. Six pre-registered exp…
Consumption sacrifice
Much marketing research focuses on what individual consumers need or want for consumption and how they satisfy these needs or wants themselves. However, consumers often give up money, time, or preferences to help others address their consumption needs and wants across the customer journey. The authors introduce the unifying construct of “consumption sacrifice,” defined as the willing and intentional act of incurring a cost to the self—in money, t…
The surprise of reaching out: Appreciated more than we think
People are fundamentally social beings and enjoy connecting with others. Sometimes, people reach out to others-whether simply to check-in on how others are doing with brief messages or to show that they are thinking of others by sending small gifts to them. Yet, despite the importance and enjoyment of social connection, do people accurately understand how much other people value being reached out to by someone in their social circle? Across a ser…
The Quality Versus Quantity Trade-Off: Why and When Choices for Self Versus Others Differ
The trade-off between quality and quantity pervades many domains of life, including that of making product choices for ourselves and others, whether as gifts or as everyday favors. In five studies (four pre-registered), participants preferred quality over quantity when choosing for a friend versus for themselves. We demonstrate that one reason why this difference in choice for self and other arises is because of heightened self-presentation conce…
Reminder avoidance: Why people hesitate to disclose their insecurities to friends
People seek and receive support from friends through self-disclosure. However, when self-disclosures reveal personal insecurities, do people rely on friends as an audience as they normally do? This research demonstrates that they do not. Five preregistered studies show that disclosers exhibit a weaker preference for friends as an audience when disclosures involve revealing personal insecurities than when they involve revealing other neutral or ne…
How You Estimate Calories Matters: Calorie Estimation Reversals
Consumers often form calorie estimates. How consumers estimate calories can systematically bias their calorie assessments. We distinguish between magnitude estimates-when consumers judge whether something has 'very few' to 'many' calories-and numeric estimates-when consumers estimate a number of calories. These two estimation modes lead to calorie estimate reversals when assessing calories in stimuli that trade off type and quantity, such as when…
A Framework for Understanding Consumer Choices for Others
Although most research on consumers' choices, and resulting insights, have focused on choices that consumers make solely for themselves, consumers often make choices for others, and there is a growing literature examining such choices. Theoretically, how can this growing literature be integrated, and what gaps remain? Practically, why should marketers, consumers, and policy makers care when choices are made for others, and what should they do dif…
Delicate Snowflakes and Broken Bonds: A Conceptualization of Consumption-Based Offense
When do consumers experience offense due to another individual’s choice, use, display, gifting, sharing, or disposal of a product? Why do they experience offense, and does it matter if they do? In this article, we first draw from past work in multiple disciplines to offer a unique conceptualization of consumption-based offense. We then develop a framework of types of violations that may generate consumption-based offense and propose a set of affe…
Combining food type(s) and food quantity choice in a new food choice paradigm based on vice-virtue bundles
Half-size me? How calorie and price information influence ordering on restaurant menus with both half and full entrée portion sizes
How many calories are in my burrito?’ Improving consumers’ understanding of energy (calorie) range information
Objective Energy (calorie) ranges currently appear on menu boards for customized menu items and will likely appear throughout the USA when menu-labelling legislation is implemented. Consumer welfare advocates have questioned whether energy ranges enable accurate energy estimates. In four studies, we examined: (i) whether energy range information improves energy estimation accuracy; (ii) whether misestimates persist because consumers misinterpret …
Potential problems with increasing serving sizes on the Nutrition Facts label
The science on front-of-package food labels
Objective The US Food and Drug Administration and Institute of Medicine are currently investigating front-of-package (FOP) food labelling systems to provide science-based guidance to the food industry. The present paper reviews the literature on FOP labelling and supermarket shelf-labelling systems published or under review by February 2011 to inform current investigations and identify areas of future research. Design A structured search was unde…
The use of sports references in marketing of food and beverage products in supermarkets
Objective Food marketing has been identified as a significant driver of the childhood obesity epidemic. The purpose of the present study was to (i) conduct a content analysis of the types of sports references that appear on supermarket food and beverage products and (ii) assess each product's nutritional and marketing profile. Design This was a descriptive study. Every product featuring sports references on the packaging was purchased in two majo…
A test of different menu labeling presentations
A Framework for Understanding Consumer Choices for Others
Although most research on consumers' choices, and resulting insights, have focused on choices that consumers make solely for themselves, consumers often make choices for others, and there is a growing literature examining such choices. Theoretically, how can this growing literature be integrated, and what gaps remain? Practically, why should marketers, consumers, and policy makers care when choices are made for others, and what should they do dif…
A test of different menu labeling presentations
Half-size me? How calorie and price information influence ordering on restaurant menus with both half and full entrée portion sizes
How You Estimate Calories Matters: Calorie Estimation Reversals
Consumers often form calorie estimates. How consumers estimate calories can systematically bias their calorie assessments. We distinguish between magnitude estimates-when consumers judge whether something has 'very few' to 'many' calories-and numeric estimates-when consumers estimate a number of calories. These two estimation modes lead to calorie estimate reversals when assessing calories in stimuli that trade off type and quantity, such as when…
Combining food type(s) and food quantity choice in a new food choice paradigm based on vice-virtue bundles
Potential problems with increasing serving sizes on the Nutrition Facts label
Delicate Snowflakes and Broken Bonds: A Conceptualization of Consumption-Based Offense
When do consumers experience offense due to another individual’s choice, use, display, gifting, sharing, or disposal of a product? Why do they experience offense, and does it matter if they do? In this article, we first draw from past work in multiple disciplines to offer a unique conceptualization of consumption-based offense. We then develop a framework of types of violations that may generate consumption-based offense and propose a set of affe…
The Visual Complexity = Higher Production Cost Lay Belief
Brands and retailers often offer different aesthetic versions of the same base product, which vary from visually simple to visually complex. How should managers price these different aesthetic versions of the same base product? This research provides insights for such decisions through uncovering a novel consumer lay belief about the relationship between visual complexity and production costs. Consumers associate simple (vs. complex) visual aesth…
Consumption sacrifice
Much marketing research focuses on what individual consumers need or want for consumption and how they satisfy these needs or wants themselves. However, consumers often give up money, time, or preferences to help others address their consumption needs and wants across the customer journey. The authors introduce the unifying construct of “consumption sacrifice,” defined as the willing and intentional act of incurring a cost to the self—in money, t…
Reminder avoidance: Why people hesitate to disclose their insecurities to friends
People seek and receive support from friends through self-disclosure. However, when self-disclosures reveal personal insecurities, do people rely on friends as an audience as they normally do? This research demonstrates that they do not. Five preregistered studies show that disclosers exhibit a weaker preference for friends as an audience when disclosures involve revealing personal insecurities than when they involve revealing other neutral or ne…
A test of different menu labeling presentations
The science on front-of-package food labels
Objective The US Food and Drug Administration and Institute of Medicine are currently investigating front-of-package (FOP) food labelling systems to provide science-based guidance to the food industry. The present paper reviews the literature on FOP labelling and supermarket shelf-labelling systems published or under review by February 2011 to inform current investigations and identify areas of future research. Design A structured search was unde…
The use of sports references in marketing of food and beverage products in supermarkets
Objective Food marketing has been identified as a significant driver of the childhood obesity epidemic. The purpose of the present study was to (i) conduct a content analysis of the types of sports references that appear on supermarket food and beverage products and (ii) assess each product's nutritional and marketing profile. Design This was a descriptive study. Every product featuring sports references on the packaging was purchased in two majo…
How many calories are in my burrito?’ Improving consumers’ understanding of energy (calorie) range information
Objective Energy (calorie) ranges currently appear on menu boards for customized menu items and will likely appear throughout the USA when menu-labelling legislation is implemented. Consumer welfare advocates have questioned whether energy ranges enable accurate energy estimates. In four studies, we examined: (i) whether energy range information improves energy estimation accuracy; (ii) whether misestimates persist because consumers misinterpret …
Potential problems with increasing serving sizes on the Nutrition Facts label
Combining food type(s) and food quantity choice in a new food choice paradigm based on vice-virtue bundles
Half-size me? How calorie and price information influence ordering on restaurant menus with both half and full entrée portion sizes
A Framework for Understanding Consumer Choices for Others
Although most research on consumers' choices, and resulting insights, have focused on choices that consumers make solely for themselves, consumers often make choices for others, and there is a growing literature examining such choices. Theoretically, how can this growing literature be integrated, and what gaps remain? Practically, why should marketers, consumers, and policy makers care when choices are made for others, and what should they do dif…
Delicate Snowflakes and Broken Bonds: A Conceptualization of Consumption-Based Offense
When do consumers experience offense due to another individual’s choice, use, display, gifting, sharing, or disposal of a product? Why do they experience offense, and does it matter if they do? In this article, we first draw from past work in multiple disciplines to offer a unique conceptualization of consumption-based offense. We then develop a framework of types of violations that may generate consumption-based offense and propose a set of affe…
The Quality Versus Quantity Trade-Off: Why and When Choices for Self Versus Others Differ
The trade-off between quality and quantity pervades many domains of life, including that of making product choices for ourselves and others, whether as gifts or as everyday favors. In five studies (four pre-registered), participants preferred quality over quantity when choosing for a friend versus for themselves. We demonstrate that one reason why this difference in choice for self and other arises is because of heightened self-presentation conce…
Reminder avoidance: Why people hesitate to disclose their insecurities to friends
People seek and receive support from friends through self-disclosure. However, when self-disclosures reveal personal insecurities, do people rely on friends as an audience as they normally do? This research demonstrates that they do not. Five preregistered studies show that disclosers exhibit a weaker preference for friends as an audience when disclosures involve revealing personal insecurities than when they involve revealing other neutral or ne…
How You Estimate Calories Matters: Calorie Estimation Reversals
Consumers often form calorie estimates. How consumers estimate calories can systematically bias their calorie assessments. We distinguish between magnitude estimates-when consumers judge whether something has 'very few' to 'many' calories-and numeric estimates-when consumers estimate a number of calories. These two estimation modes lead to calorie estimate reversals when assessing calories in stimuli that trade off type and quantity, such as when…
The surprise of reaching out: Appreciated more than we think
People are fundamentally social beings and enjoy connecting with others. Sometimes, people reach out to others-whether simply to check-in on how others are doing with brief messages or to show that they are thinking of others by sending small gifts to them. Yet, despite the importance and enjoyment of social connection, do people accurately understand how much other people value being reached out to by someone in their social circle? Across a ser…
Weight stigma: Do we believe that everyone can enjoy healthy behaviors
Weight-based stigma is prevalent, increasing, and has many negative consequences. This research examines people's beliefs about what other people with heavy versus thin body types enjoy, in terms of food and activities. Predictions of others' enjoyment are important, as they can shape various downstream judgments, including beliefs about other people's likely goal pursuit success, and recommendations and choices for others. Six pre-registered exp…
Consumption sacrifice
Much marketing research focuses on what individual consumers need or want for consumption and how they satisfy these needs or wants themselves. However, consumers often give up money, time, or preferences to help others address their consumption needs and wants across the customer journey. The authors introduce the unifying construct of “consumption sacrifice,” defined as the willing and intentional act of incurring a cost to the self—in money, t…
Health as an Alibi: The Virtuous Framing of Appearance Pursuits
In many societies, attaining cultural ideals of physical attractiveness is desirable (e.g., being beautiful), but pursuing physical attractiveness is not (e.g., being vain). How do people address these paradoxical standards? We argue that people meet the standards to both appear slim and appear to have good values by disguising their true motives for ambiguous actions (i.e., diet and exercise): they project more virtuous health motives to others …
The Visual Complexity = Higher Production Cost Lay Belief
Brands and retailers often offer different aesthetic versions of the same base product, which vary from visually simple to visually complex. How should managers price these different aesthetic versions of the same base product? This research provides insights for such decisions through uncovering a novel consumer lay belief about the relationship between visual complexity and production costs. Consumers associate simple (vs. complex) visual aesth…
The Benefits of Bundling Material Goods with Moderate Usage Complementarity
Firms can bundle material goods together in various ways, including based on their usage complementarity (i.e., the likelihood that the goods are used together). While prior research has investigated the consequences of bundling products that are high (vs. low) in usage complementarity, the current research uncovers the benefits of bundling products that are moderate in usage complementarity (e.g., a coffee mug and a folding chair). Thirteen pre-…
Psychology (12 works) · Business (9 works) · Consumer Attitudes and Food Labeling (8 works) · Obesity, Physical Activity, Diet (7 works) · Marketing (6 works) · Mathematics (6 works) · Medicine (6 works) · Behavioral Health and Interventions (5 works) · Consumer Behavior in Brand Consumption and Identification (5 works) · Economics (5 works)