Professor Peggy Liu Receives Top Honor from Society of Consumer Psychology

At its annual meeting held on March 6, the Society of Consumer Psychology (SCP) announced the awardees of their top honors, in which Peggy Liu, Ben L. Fryrear Faculty Fellow and Assistant Professor of Marketing, was awarded the Early Career Award.

SCP’s 2021 Early Career Award “recognizes significant scientific contributions to consumer psychology by a scholar whose PhD was obtained in 2012 or later and emerging scholars whose research shows promise in shaping the field of consumer psychology.” Selection for these awards are based on nominations received by the SCP.

“I feel so honored to have received the SCP Early Career Award,” said Liu. “I am very grateful to my Katz colleagues and the dean's office for all of their support of my work. I am very much looking forward to continuing research on important interdisciplinary topics with relevance for marketing and society.”

In 2011, Liu received her bachelor’s degree summa cum laude in psychology with distinction from Yale University and in 2016, she received her doctoral degree in business administration from Duke University. She currently teaches undergraduate consumer behavior at the University of Pittsburgh College of Business Administration.

During her short but impressive career, Liu has received a number of awards including Poets&Quants Top 50 Undergraduate Business School Professors in 2020 and the Katz Excellence in Teaching Award several times.

In addition, she was selected as a Marketing Science Institute Young Scholar in 2020, ranked by the American Marketing Association (AMA) DOCSIG in 2021 as one of the top 50 most productive authors in the last 10 years in the premier AMA journals, and currently serves on the Editorial Review Boards of the Journal of Consumer Research and Journal of Consumer Psychology.

“Within the business school, we have not witnessed such rapid and prolific progress from any faculty member in his or her first four years,” said Arjang Assad, Henry E. Haller Jr. Dean. “Peggy’s research productivity is simply in a class of its own." 

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