Recently Accepted and Published Research

 Current Students


Matt GodfreyGodfrey, D.M., Lusch, R.L. & Price, L.P. (2017, Feb). Institutional change in market(ing) systems: examining marketing organizations, functions, and channel structures form a system perspective. Paper presented at the annual Winter American Marketing Association Conference, Orlando, FL. 





Peng WangPeng Wang, Bikram Ghosh and Yong Liu (2016) "Contingency Selling Under Product Uncertainty and Service Capacity Constraint: A New Pricing Model with Applications to Sports Events"  2017 Winter AMA Conference






Kristen LaneReimann, M., and Lane, K. (2016, August). “Happy Meal, Healthy Child? Reinforcing effects of toys on meal bundle choices,” paper presented at the American Psychological Association Annual Convention (APA Division 23), Denver, Colorado. 

Reimann, M., and Lane, K. (2016, October). “Can Children Still Be Happy If 160 Calories Are Cut Out of the Happy Meal? Reinforcing Effects of Toys on Portion Choices,” paper presented at the Association of Consumer Research Conference, Berlin, Germany. 




Graduated Students 

Andrew MacielAndré F. Maciel and Melanie Wallendorf (forthcoming), “Taste Engineering: An Extended Consumer Model Of Cultural Competence Constitution,” Journal of Consumer Research, Advance Access online October 24, 2016.






Connell, Paul, Merrie Brucks, and Jesper Nielsen (2014),  “How Childhood Advertising Exposure Can Create Biased Product Evaluations that Persist into Adulthood,” Journal of Consumer Research, 41 (1), 119-134. 


Zhang, Jurui, Yong Liu and Yubo Chen (2015), “Social Learning in Networks of Friends versus Strangers,” Marketing Science, 34 (4, July-August): 573-589.

Chen, Yubo, Yong Liu and Jurui Zhang (2012), “When Do Third-party Product Reviews Affect Firm Value and What Can Firms Do? The Case of Media Critics and Professional Movie Reviews,” Journal of Marketing, 76 (2): 116-134.

Liu, Yong, Robert E. Lusch, Yubo Chen and Jurui Zhang (forthcoming), “The Emergence of Innovation as a Social Process: Theoretical Exploration and Implications for Entrepreneurship and Innovation,” in S. Nambisan (ed.) Open Innovation, Ecosystems and Entrepreneurship: Issues and Perspectives, World Scientific Publishing.