Areas of research
- Self-control and Food Consumption
- Consumer Behavior and Sensory Marketing
- Digital Marketing and Technology Acceptance
Areas of teaching
- Marketing Project
- Consumer and Market Studies
- Consumer/Buyer Behavior
- Marketing Innovation and Creativity in a Sustainable World
Publications from the last 5 years
Articles
GRUBLIAUSKIENE, A., LIU, Y. and DEWITTE, S. (2025). Exposure to Food Temptations Reduces Subsequent Consumption Through Goal Activation. International Journal of Consumer Studies, 49(1), pp. e70020.
LIU, Y. (2023). How and why a touchscreen interface impacts psychological ownership and its downstream consequences. Journal of Retailing and Consumer Services, 70, pp. 103182.
WU, Z. and LIU, Y. (2023). Exploring country differences in the adoption of mobile payment service: The surprising robustness of the UTAUT2 model. International Journal of Bank Marketing, 41(2), pp. 237-268.
LIU, Y. (2023). Digital exposure to unhealthy food reduces subsequent consumption of unhealthy food. Journal of Business Research, 168, pp. 114245.
LIU, Y., STAMOS, A., DEWITTE, S., VAN BERLO, Z.M.C. and VAN DER LAAN, L.N. (2022). Development and Evaluation of a Virtual Reality Puzzle Game to Decrease Food Intake: Randomized Controlled Trial. JMIR Serious Games, 10(1), pp. 31747.
LIU, Y. and DEWITTE, S. (2021). A replication study of the credit card effect on spending behavior and an extension to mobile payments. Journal of Retailing and Consumer Services, 60, pp. 102472.
Conferences and other contributions
LIU, Y. (2025). Choosing Close to Home: How Disease Threats Drive Preference for Local Over Global Brands. In: Global Marketing Conference. Hong Kong.
LIU, Y. and DEWITTE, S. (2021). Touching temptations on a touchscreen reduces subsequent consumption. In: Annual Conference of the AMA Marketing and Public Policy Conference. Arlington, Online.
LIU, Y., WU, Z. and DEWITTE, S. (2021). Exploring country differences in the adoption of mobile payments: Introducing individual differences and cultural factors into UTAUT2. In: Annual Conference of the European Marketing Academy Conference (EMAC). Madrid, Online.
LIU, Y. and DEWITTE, S. (2020). Touching temptations on a touchscreen reduces subsequent consumption. In: European Marketing Academy Conference (EMAC). Budapest, Online.
LIU, Y. and DEWITTE, S. (2020). Touching temptations on a touchscreen reduces subsequent consumption. In: Doctoral Colloquium of the European Marketing Academy Conference (EMAC). Brussels, Online.