• Innovation and Research
  • Joseph M. Katz Graduate School of Business
Accolades & Honors

Peggy Liu received an early career award from the Association for Consumer Research

Liu in a suit

Peggy Liu, the Ben L. Fryrear Chair in Marketing and associate professor of business administration for Pitt’s Joseph M. Katz Graduate School of Business, has been awarded the prestigious 2022 Early Career Award for Distinguished Contributions to Consumer Research by the Association for Consumer Research (ACR).

The award, announced at ACR’s annual conference in Denver on Oct. 20-22, 2022, honors excellent research contributions of one or more consumer behavior researchers who received their PhD between 5-8 years ago. Award selection criteria includes innovation, methodological rigor and the potential to substantially advance the understanding of consumer behavior. The award committee chose Liu as this year’s sole recipient.

“I am deeply honored to receive the ACR Early Career Award,” Liu said. “I am very grateful to my advisors, mentors and coauthors at Katz, other Pitt schools and at other universities, as well as my students. I am very excited about continuing to conduct research aimed at understanding and improving the lives of consumers, especially in the domains of health and social connection.”

Liu also received the Journal of Consumer Research (JCR) Outstanding Reviewer Award at the ACR conference, which is awarded to members of the JCR Editorial Review Board who provided constructive, benevolent and punctual reviews during the previous year.

In 2011, Liu received her bachelor’s degree summa cum laude in psychology with distinction from Yale University. In 2016, she received her doctoral degree in business administration from Duke University. She teaches both undergraduate and PhD-level consumer behavior courses within Pitt Business.

Liu has also received numerous other research and teaching awards. She currently serves on the editorial review boards of the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and Journal of Consumer Psychology. She was named one of Poets & Quants Top 50 Undergraduate Business School Professors in 2020 and has received the Katz Excellence in Teaching Award several times.