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Research Publications
On this page, you will find a list of my publications.  Some of the items are available as a PDF file.  Please click the title of a publication to download the entire paper, or click the "Read more..." link to view an abstract of the publication.
 
Journal Publications

Liu, Yuping and L. J. Shrum (2009), "A Dual-Process Model of Interactivity Effects ," Journal of Advertising, 38 (2), 53-68.
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Liu, Yuping and Rong Yang (2009), "Competing Loyalty Programs: Impact of Market Saturation, Market Share, and Category Expandability ," Journal of Marketing, Vol. 73 (1), 109-121.
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Liu, Yuping and Yvette Pearson (2008), "Direct-to-Consumer Marketing of Predictive Medical Genetic Tests: Assessment of Current Practices and Policy Recommendations ," Journal of Public Policy & Marketing, 27 (2), 131-148.
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Liu, Yuping (2007), "Online Interaction Readiness: Conceptualization and Measurement ," Journal of Customer Behaviour, 6 (3), 283-299.
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Maurer, Steven and Yuping Liu (2007), "Developing Effective E-Recruiting Websites: Insights for Managers from Marketers ," Business Horizons, 50 (4) , 305-314.
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Liu, Yuping (2003), "Developing a Scale to Measure the Interactivity of Web Sites ," Journal of Advertising Research, 43 (2), 207-216.
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Books and Book Chapters

Shrum, L. J., Tina Lowrey, and Yuping Liu (2009), "Emerging Issues in Advertising Research ," in The SAGE Handbook of Media Processes and Effects, eds. M. B. Oliver and R. Nabi, Thousand Oaks, CA: Sage Publications, p. 299-312.

Liu, Yuping and L. J. Shrum (2005), "Rethinking Interactivity: What It Means and Why It May Not Always Be Beneficial," in Advertising, Promotion, and New Media, eds. Marla Stafford and Ronald Faber, Armonk, NY: M. E. Sharpe, p. 103-124.