Faculty Directory

Dr. Hsin-Yi (Grace) Liao

Dr. Hsin-Yi (Grace) Liao

Assistant Professor of Marketing

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Office Location:
Bisgrove Hall Room 354B
Office Hours:
Spring 2023: M 11-2:15pm, W 11-12:15pm & F 11-12:30pm


Dr. Liao joined the faculty in August 2022 after receiving her Ph.D. in Business Administration with a specialization in Marketing from the University of Texas at Arlington. Her dissertation, entitled Not All Discounts Are Created Equal: Power Distance Belief and Locus-of-Discount in a Product Bundle, examines how a consumer’s power distance belief, as an endorsement of power disparity and hierarchy, affects his or her judgment of the discount in a bundle promotion.

She also holds a Master’s (M.S.) degree in Marketing Research from the University of Texas at Arlington, and a Bachelor's (B.B.A.) degree in Information Management from National University of Kaohsiung.

Current Research

Dr. Liao’s research focuses on 1) consumer psychology across cultures, 2) differences in consumer behaviors on social media platforms, and 3) salesperson psychology in customer encounters. Adopting diverse theories and methodologies, she aims to assess personal and social factors that form an individual’s attitudes and behaviors in diverse marketing contexts. Her work has been presented at marketing conferences, including the American Marketing Association Summer Academic Conference and the Society for Marketing Advances Annual Conference.