Professor
Department of Marketing

Yuping Liu-Thompkins

757-683-6551
Personal Website

2123 CONSTANT HALL
NORFOLK, 23529

Dr. Yuping Liu-Thompkins specializes in building customer loyalty and habit through effective marketing programs. She has worked with many consumer datasets to derive customer insights and actionable marketing strategies.

Ph.D. in Management (Marketing Concentration), Rutgers University, (2002)

B.A. in Marketing, Renmin University of China, (1996)

Contracts, Grants and Sponsored Research

Liu-Thompkins, Y. "Consumer Decision-Making Under Voice vs. Visual Modalities" $9,755. Old Dominion University. June 2022 - June 2023
Liu-Thompkins, Y. "It Was the Best of Times, It Was the Worst of Times: The Effect of Emotional Uncertainty and Arousal on Healthy Food Choices" $7,000. Old Dominion University. February 2019 - August 2019
Xu, N., Liu-Thompkins, Y. and Zhao, Y. "Success Beyond Self-Performance: Collective Performance Lift from Inter-Agent Effects. Other. July 2016 - June 2017
Dang, A. and Liu-Thompkins, Y. "He Yelled, She Smiled: The Role of Emotions in Consumer Reviews. Other. July 2015 - June 2016
Tang, C., Liu-Thompkins, Y. and Guo, L. "Predicting Significant Life Events through Financial Activities. Other. April 2014 - March 2015
Mann, M. and Liu-Thompkins, Y. "Consumption Visions: Augmented Reality and Impulse Buying" $17,000. Old Dominion University. June 2014 - August 2014
Liu-Thompkins, Y. "Linking Social Engagement to Firm Value: The Role of Brand Social Capital" $15,050. Private. -
Liu-Thompkins, Y. "Purchase Evolution Under a Loyalty Program. Private. March 2013 - March 2014
Liu-Thompkins, Y. "Purchase Evolution under a Loyalty Program. Other. March 2013 - February 2014
Liu-Thompkins, Y. and Tam, L. "Habit Dynamics and its Role in Predicting Customer Conversion and Attrition. Private. 2012 - 2013
"A Multidisciplinary Examination of 3D Virtual Shopping Environments: Effects on Consumer Perceptual and Physiological Responses" $48,930. Old Dominion University. -
"Understanding the Viral Diffusion of Brand Messages Online" $5,000. Private. 2010 - 2011
Liu-Thompkins, Y. and Tam, L. "When Loyalty and Habit Collide" $7,550. Private. 2010 - 2011
Liu-Thompkins, Y. "Interactivity and Online Persuasion: The Moderating Role of Site Content”. ODU CBPA Summer Research Grant" $7,500. Old Dominion University. - 2007
Liu-Thompkins, Y. and Pearson, Y. E. "Direct-to-Consumer Marketing of Genetic Tests & Services: Moral Perils and Practical Solutions/ Old Dominion University SEECR Grant" $17,000. - 2006
Liu-Thompkins, Y. and Nair, A. "A Study of the Strategic Process Orientation of Firms/ College of Business and Public Administration Small Business Grant" $2,000. Old Dominion University. - 2005
Liu-Thompkins, Y. "Database Marketing Course Development.” ODU CBPA Small Business Grant" $2,000. - 2005
Liu-Thompkins, Y. "Marketing Dynamics of Loyalty Programs/ Old Dominion University Summer Research Fellowship" $8,500. - 2005
Nair, A. and Liu-Thompkins, Y. "College of Business & Public Administration, Small Research Development Grant" $2,000. Old Dominion University. 2004 - 2005
Liu-Thompkins, Y. "Interaction Readiness: The Impact of Individual Differences on Web Browsing Behavior/ College of Business and Public Administration Small Business Grant" $2,000. Old Dominion University. - 2004
Liu-Thompkins, Y. "One-to-One Interactive Marketing.” Grant from Outsite Networks" $2,400. - 2003

Expertise

Customer Relationship Management
Customer Loyalty / Consumption Habit / Loyalty Programs
Internet Marketing
Social Media / Internet Marketing / Interactive Communications

Research Interests

Consumer Loyalty and Habit, Loyalty Programs, and Internet Marketing

Articles

Zhang, J. and Liu-Thompkins, Y. (2024). Personalized Email Marketing in Loyalty Programs: The Role of Multidimensional Construal Levels. Journal of the Academy of Marketing Science 52 (1) , pp. 196-216.
Kordrostami, E. and Liu-Thompkins, Y. (2022). Coordinating Scarcity Appeal with Online Reviews. Marketing Letters 33 (3) , pp. 471-484.
Liu-Thompkins, Y., Okazaki, S. and Li, H. (2022). Artificial Empathy: Increasing the Effectiveness of Artificial Intelligence in Marketing Communications. Journal of the Academy of Marketing Science 50 (6) , pp. 1198-1218.
Liu-Thompkins, Y., Maslowska, E., Ren, Y. and Kim, H. (2020). Creating, Meta-Voicing, and Propagating: A Road Map for Understanding User Roles in Computational Advertising. Journal of Advertising 49 (4) , pp. 394-410.
Stourm, V., Neslin, S., Bradlow, E. T.., Breugelmans, E., Chun, S. Yeon., Gardete, P., Kannan, P. K.., Kopalle, P., Park, Y., Amariles, D. Restrepo., Thomadsen, R., Liu-Thompkins, Y. and Venkatesan, R. (2020). Refocusing Loyalty Programs in the Era of Big Data: A Societal Lens Paradigm. Marketing Letters.
Liu-Thompkins, Y. (2019). A Decade of Online Advertising Research: What We Learned and What We Need to Know. Journal of Advertising 48 (1) , pp. 1-13.
Chang, C., Lee, W. and Liu-Thompkins, Y. (2019). Advertising in Asia: Theories and Implications for Practice. Journal of Advertising 48 (5) , pp. 417-436.
Mann, M. and Liu-Thompkins, Y. (2019). Shopping Online? The Role of Imagination and Gender. European Journal of Marketing 53 (12) , pp. 2604-2628.
Khoshghadam, L., Kordrostami, E. and Liu-Thompkins, Y. (2019). The Power of Music in Advertisement: Exploring the Moderating Role of Life Satisfaction on The Effectiveness of Music-Evoked Nostalgia. European Journal of Marketing 53 (3) , pp. 524-544.
Huiling, G., Xu, H., Tang, C., Liu-Thompkins, Y., Guo, Z. and Dong, B. (2018). Comparing the Impact of Different Marketing Capabilities: Empirical Evidence from B2B Firms in China. Journal of Business Research 93 , pp. 79-89.
Liu-Thompkins, Y. and Malthouse, E. (2017). A Primer on Using Behavioral Data for Testing Theories in Advertising Research. Journal of Advertising 46 (1) , pp. 213-225.
Breugelmans, E. and Liu-Thompkins, Y. (2017). The Effect of Loyalty Program Expiration Policy on Consumer Behavior. Marketing Letters 28 (4) , pp. 537–550.
Judge Jr., W. Q., Liu-Thompkins, Y., Brown, J. Lee. and Pongpatipat, C. (2015). The Impact of Home Country Institutions on Corporate Technological Entrepreneurship via R&D Investments and Virtual World Presence. Entrepreneurship, Theory and Practice 39 (2) , pp. 237-266.
Gensler, S., Volckner, F., Liu-Thompkins, Y. and Wiertz, C. (2013). Managing Brands in the Social Media Environment. Journal of Interactive Marketing 27 (4) , pp. 242-256.
Liu-Thompkins, Y. and Tam, L. (2013). Not All Repeat Customers Are the Same: Effects of Attitudinal Loyalty and Habit. Journal of Marketing 77 (5) , pp. 21-36.
Liu-Thompkins, Y. (2012). Engaging Consumers in Online Advertising: The Central Role of Perceived Value. Journal of New Communications Research 5 (2011 Anthology) , pp. 77-93.
Liu-Thompkins, Y. (2012). Seeding Viral Content: Lessons from the Diffusion of Online Videos. Journal of Advertising Research 52 (4) , pp. 465-478.
Liu-Thompkins, Y. and Rogerson, M. (2012). Rising to Stardom: An Empirical Investigation of the Diffusion of User-Generated Content. Journal of Interactive Marketing 26 (2) , pp. 71-82.
Pearson, Y. E. and Liu-Thompkins, Y. (2012). Consuming Direct-to-Consumer Genetic Tests: The Role of Genetic Literacy and Knowledge Calibration. Journal of Public Policy & Marketing 31 (1) , pp. 42-57.
Liu-Thompkins, Y. and Shrum, L. (2009). A Dual-Process Model of Interactivity Effects. Journal of Advertising 38 (2) , pp. 53-68.
Liu-Thompkins, Y. and Yang, R. (2009). Assessing Loyalty Program Effects in a Competitive Setting: Impact of Market Saturation, Market Share, and Category Expandability. Journal of Marketing 73 (1) , pp. 109-121.
Liu-Thompkins, Y. (2008). Direct-to-Consumer Marketing of Predictive Medical Genetic Tests: Assessment of Current Practices and Policy Recommendations. Journal of Public Policy & Marketing 27 (2) , pp. 131-148.
Maurer, S. D. and Liu-Thompkins, Y. (2007). Developing Effective E-Recruiting Websites: Insights for Managers from Marketers. Business Horizons 50 (4) , pp. 305-314.
Liu-Thompkins, Y. (2007). Online Interaction Readiness: Conceptualization and Measurement. Journal of Customer Behaviour 6 (3) , pp. 283-299.
Liu-Thompkins, Y. (2007). The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty. Journal of Marketing 71 (4) , pp. 19-35.
Liu-Thompkins, Y. (2003). Developing a Scale to Measure the Interactivity of Web Sites. Journal of Advertising Research 43 (2) , pp. 207-216.
Liu-Thompkins, Y. and Shrum, L. J.. (2002). What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness. Journal of Advertising 31 (4) , pp. 53-64.

Book Chapters

Liu-Thompkins, Y. (2012). Online Advertising: A Cross-Cultural Synthesis Handbook of Research in International Advertising (pp. 303-324) Cheltenham: Edward Elgar Publishing.
Liu-Thompkins, Y. (2009). Emerging Issues in Advertising Research (pp. 299-312) SAGE Handbook of Media Processes and Effects.
Liu-Thompkins, Y. and Shrum , L. J. (2005). Rethinking Interactivity: What It Means and Why It May Not Always Be Beneficial Advertising, Promotion, and New Media (pp. 103-124) Armonk, NY: Sage Publications.

Conference Proceeding

Liu-Thompkins, Y. and Tam, L. (2013). Not all repeat customers are the same: Designing effective cross-selling promotion on the basis of attitudinal loyalty and habit.
Cu, T., Liu-Thompkins, Y., Karande, K. and Markowski, E. P. (2011). Sense of Community: A Missing Link to Understand Users’ Performance in Firm-hosted Online Communities. AMCIS.
Liu-Thompkins, Y. (2001). Interactivity and Its Measurement Proceedings of the Experienctial E-Commerce Conference East Lansing, MI: Michigan State University.

Presentations

Koorank Beheshti, M. and Liu-Thompkins, Y. ( 2022). Is this 4.5-star equal to that 4.5-star? Investigating the role of perspective taking in consumers Oral Presentation 2022 American Marketing Association (AMA) Summer Academic Conference Chicago, IL.
Koorank Beheshti, M. and Liu-Thompkins, Y. ( 2022). More than a selfie: Investigating the contagious effect of eye gaze on boosting the impact of positive user-generated content Oral Presentation 2022 American Marketing Association (AMA) Summer Academic Conference Chicago, IL.
Liu-Thompkins, Y. (November , 2022). Using Loyalty Programs to Rebuild Customer Habit Post-Pandemic Keynote/Plenary Address 2022 Greece Customer Loyalty Management Conference Virtual.
Liu-Thompkins, Y. (August , 2022). Personalize Loyalty Program Communication by Leveraging Goal Psychology Keynote/Plenary Address 2022 Australian Loyalty Association Annual International Loyalty Conference Virtual.
Koorank Beheshti, M. and Liu-Thompkins, Y. ( 2021). Investigating the Competition Between Price and Valence of Online Ratings to Influence Consumers’ Perception of Product Quality Oral Presentation 2021 American Marketing Association (AMA) Summer Academic Conference Virtual.
Bruneau, V. and Liu-Thompkins, Y. ( 2021). Managing Customer Interactions to Enhance the Effectiveness of Loyalty Programs Oral Presentation 2021 European Marketing Academy (EMAC) Annual Conference Virtual.
Liu-Thompkins, Y. ( 2021). The Future of Loyalty Lecture MasterCard SessionM Lunch & Learn Virtual.
Liu-Thompkins, Y. ( 2021). Rebuilding Consumer Habits Post-Pandemic Oral Presentation The Loyalty Observatory 2021 Annual Conference Virtual.
Liu-Thompkins, Y. ( 2018). How to Build Customer Habits Through Customer Relationship Management Habit Summit San Francisco, CA.
Dang, A. and Liu-Thompkins, Y. ( 2018). Does Emotional Arousal Boost or Discount Review Valence Impact? The Role of Purchase Stage INFORMS 2018 Annual Conference Phoenix, AZ.
Zou, Y. and Liu-Thompkins, Y. ( 2017). Incentivizing Consumer Sharing in Social Media: The Role of Audience Size Oral Presentation Academy of Marketing Science 2017 Annual Conference Coronado, CA.
Kordrostami, E., Liu-Thompkins, Y. and Rahmani, V. ( 2017). Investigating Online Reviews – The Interaction Between Online Review Volume and Valence Academy of Marketing Science 2017 Annual Conference Coronado, CA.
Kordrostami, E., Liu-Thompkins, Y. and Rahmani, V. ( 2017). Investigating Online Reviews – The Interaction Between Online Review Volume/Valence and Scarcity Appeal Oral Presentation American Marketing Association 2017 Summer Educators' Conference San Francisco, CA.
Kordrostami, E., Liu-Thompkins, Y. and Rahmani, V. ( 2017). The Effects of Online Reviews on Purchase Intention: Investigating the Moderating Role of Regulatory Focus American Marketing Association 2017 Summer Educators' Conference San Francisco, CA.
Zou, Y. and Liu-Thompkins, Y. ( 2017). Incentivizing Consumer Sharing in Social Media: The Role of Brand Personality Oral Presentation American Marketing Association 2017 Winter Educators' Conference Orlando, FL.
Kordrostami, E., Liu-Thompkins, Y. and Rahmani, V. ( 2017). Investigating Online Reviews: The Moderating Role of Scarcity Appeal Association for Consumer Research 2017 Annual Conference San Diego, CA.
Liu-Thompkins, Y. ( 2017). Mobile Apps: Insights from Academic Research Sentara Healthcare Mobile App Development Meeting Norfolk, VA.
Liu-Thompkins, Y. and Manoles, T. ( 2016). Loyalty Programs and Habit Development: The Effects of Individual and Program Design Factors Oral Presentation 2016 European Marketing Academy Annual Conference Oslo, Norway.
Liu-Thompkins, Y. and Tam, L. ( 2016). Is Loyalty+Habit Better? Exploring the Interference Between Loyalty and Habit Universite Catholique de Louvain Louvain-La-Neuve, Belgium.
Zou, Y. and Liu-Thompkins, Y. ( 2015). Incentivizing Consumer Sharing in Social Media: The Role of Customer Loyalty Oral Presentation 2015 American Marketing Association Summer Educators Conference Chicago, IL.
Liu-Thompkins, Y. and Yang, R. ( 2008). Loyalty Program Rivalry and Its Impact on Firm and Customer Outcomes Oral Presentation INFORMS 2008 Marketing Science Conference Vancouver, Canada.
  • 2023: Journal of Advertising All-Time Most Cited Papers, Journal of Advertising
  • 2023: Journal of Advertising All-Time Most Cited Papers, Journal of Advertising
  • 2023: Stanford University's Single-Year Top 2% Scientist, Stanford University
  • 2020: American Academy of Advertising Journals (Journal of Advertising) 2020 Most Influential Papers, American Academy of Advertising
  • 2020: Journal of Marketing 2020 Outstanding Reviewer Award,
  • 2019: E. V. Williams Faculty Fellow,
  • 2018: Strome College of Business Doctoral Mentoring Award, Old Dominion University
  • 2017: 2017 Journal of Interactive Marketing Best Reviewer Award, Journal of Interactive Marketing
  • 2017: Journal of Interactive Marketing Top 5 Highly Cited Research, Journal of Interactive Marketing
  • 2016: Emerald 2016 Citation of Excellence, Emerald Group Publishing
  • 2016: Wharton Customer Analytics Institute Lincoln Financial Group Research Opportunity Winner, University of Pennsylvania Wharton Customer Analytics Institute
  • 2015: Elsevier 2014 Top 25 Most Downloaded Marketing Articles (#6), Elsevier
  • 2015: Elsevier 2015 Outstanding Reviewer for Journal of Interactive Marketing, Elsevier
  • 2015: Wharton Customer Analytics Institute BazaarVoice Research Opportunity Winner, University of Pennsylvania Wharton Customer Analytics Institute
  • 2014: Journal of Interactive Marketing 2014 Best Paper Award Runner-Up, Journal of Interactive Marketing
  • 2014: Wharton Customer Analytics Initiative Predicting Life Changes Research Opportunity Winner, University of Pennsylvania Wharton Customer Analytics Initiative
  • 2013: Journal of Advertising Research 2013 Best Paper Award,
  • 2013: Journal of Advertising Research 2013 Best Paper Award, Journal of Advertising Research
  • 2013: Wharton Customer Analytics Initiative Coalition Loyalty Program Research Opportunity Winner,
  • 2012: Wharton Customer Analytics Initiative SiriusXM Research Opportunity Winner,
  • 2010: Empower MediaMarketing AAA Research Competition Winner,
  • 2010: Marketing Science Institute Shopper Marketing Research Competition Winner,
  • 2010: Society for New Communications Research 2010-2012 Fellow,
  • 2009: Old Dominion University 2009 CBPA Outstanding Faculty Teaching Award,
  • 2008: E. V. Williams Faculty Research Fellow 2008-2014,
  • 2007: Old Dominion University 2007 CBPA Outstanding Faculty Research Award,
  • 2001: Rutgers 2001 Business Plan Competition First Prize ($20,000), Rutgers University
  • 2001: AMA-Sheth Doctoral Consortium Fellow,

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