Yiyuan (Ava) Liu

Associate Professor
Department of Business, Accounting, & Economics

At Otterbein University, Dr. Yiyuan (Ava) Liu teaches courses of principles of marketing, marketing research, digital marketing, and strategy capstone. Her current research focuses on behavioral pricing, online pricing, and online information search. She is also interested in quantitative modeling and methodologies such as Meta-Analysis and Conjoint Analysis. Dr. Liu has published in journals such as Journal of Marketing Theory and Practice, Marketing Education Review and New England Journal of Entrepreneurship, and she has presented at several marketing conferences such as INFORMS Marketing Science conference and American Marketing Association (AMA) Marketing Educators’ Conference. She also serves as a peer reviewer for several academic journals such as Marketing Education Review, and Journal of Marketing Analytics.

She 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 telecommunication industry and in a leading consulting company as a market analyst.