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Department ofMarketing

Liu, Peng

Peng Liu

Assistant Professor, Marketing

Curriculum Vitae (CV)


Dr. Liu is an Assistant Professor of Marketing at the Leavey School of Business at Santa Clara University. He earned his Ph.D. in marketing at Indiana University. Prior to this, he earned his M.A. in economics from Syracuse University, and B.A. in economics from Nankai University in Tianjin, China.

Dr. Liu's research interest focuses on understanding consumer’s choices and marketer’s strategies in the digital environment. Specifically, his works focus on combining structural modeling and Bayesian estimation methods that appropriately investigate digital marketing issues in the following substantive areas: (1) status consumption, (2) social network, (3) dynamic choices, and (4) advertising.