Yiyuan Liu (Ava), Ph.D.
Assistant Professor, Marketing
Business, Accounting and Economics
- Ph.D., Marketing, University of Wisconsin - Milwaukee, 2013
- B.Econ., University of Electronic Science and Technology of China, 2003
- B.Eng., University of Electronic Science and Technology of China, 2003
Research & Teaching Interests
- Online behavioral pricing
- Marketing research
- Internet marketing
Affiliations & Awards
- AMA-Sheth Foundation Doctoral Consortium Fellowship, 2011
- Sheldon B. Lubar Doctoral Scholarship, University of Wisconsin - Milwaukee, 2011
- Business Advisory Council Doctoral Scholarship, University of Wisconsin - Milwaukee, 2010
Yiyuan Liu (Ava) earned her B.Sc. in Engineering and B.Ec. in Economics from University of Electronic Science and Technology of China in 2003 (where she was awarded “Excellent Graduate”). She received a Ph.D. in Marketing from University of Wisconsin - Milwaukee in 2013. From 2003 to 2008, she worked in ZTE Corporation, the second largest telecommunication manufacturer in China as an engineer and a leading consulting company as a market analyst. Her current research interests include behavioral pricing, price perception, price dispersion, and online searching. Specifically, her research studies the price fairness perception by applying an asymmetric utility model of disappointment and regret, and she also examines the determinants of price dispersion in E-commerce using Meta-analysis. Her research has been presented at INFORMS Marketing Science conference. Liu’s teaching experiences include Principles of Marketing, Introduction to Management Statistics, Marketing Research and Internet Marketing with emphasis on Web 2.0 and Social Media.