Faculty Profiles - LIU Jia | The Hong Kong University of Science and Technology

Jia LIU
劉佳

PhD in Marketing
Columbia University, 2017

Associate Professor
Department of Marketing
Department of Industrial Engineering and Decision Analytics

ORCID

0000-0002-0279-724X

Scopus ID

57205490464

Research Interest

Advertising
Agents, recommendations, and preferences
Behavioral economics
Bayesian data analysis
Social influences in consumer behavior

Publications

2026 3

A reporting checklist for large language models in behavioural science

Nature Human Behaviour
Feuerriegel, Stefan; Barrie, Christopher; Crockett, M. J.; Globig, Laura K.; McLoughlin, Killian L.; Mirea, Dan Mircea; Spirling, Arthur; Yang, Diyi; Althoff, Tim; Antoniak, Maria; Argyle, Lisa P.; Ashokkumar, Ashwini; Atari, Mohammad; Bailey, Hannah; Bauer, Kevin; Bhatt, Umang; Chai, Yidong; Chakraborty, Tanmoy; Chandra, Yanto; Chen, Huimin; Daumé, Hal; De Francisci Morales, Gianmarco; Dehghani, Morteza; Dillion, Danica; Eichstaedt, Johannes C.; Forster, Kerstin; Geissler, Dominique; Gray, Kurt; Griffiths, Thomas L.; Jochen, Hartmann; Hauser, Oliver P.; He, James K.; Hemrajani, Rahul; Holzmeister, Felix; Hwang, Angel Hsing Chi; Hu, Tiancheng; Ivanova, Anna A.; Köbis, Nils; Kyrychenko, Yara; Lakkaraju, Himabindu; Liu, Jia; Maarouf, Abdurahman; Maier, Sebastian; Meincke, Lennart; Mihalcea, Rada; Mittelstadt, Brent; Mohammad, Saif M.; Naaman, Mor; Netzer, Oded; Oh, Alice; Ong, Desmond C.; Pierri, Francesco; Plank, Barbara; Rahwan, Iyad; Rahwan, Talal; Rao, Pooja S.B.; Robertson, Claire E.; Rothschild, David M.; Salganik, Matthew J.; Schulz, Eric; Shah, Chirag; Shrestha, Yash Raj; Shutova, Ekaterina; Siegel, Alexandra A.; Simchon, Almog; Sun, Huan; Toetzke, Malte; Van Bavel, Jay J.; Vaccaro, Michelle; Wortman Vaughan, Jennifer; Vayena, Effy; Vaz-de-Melo, Pedro O.S.; Vecchione, Briana; Wang, Angelina; West, Robert; Willer, Robb; Wulff, Dirk U.; Zhang, Renwen; Zhang, Simone; Rathje, Steve; Horta Ribeiro, Manoel
Article

Dynamic Effects of TV Ad Suspension on Keyword Search: Evidence from the U.S. Telecom Industry

Journal of Marketing, v. 90, (2), p. 73-95
Liu, Jia; Hill, Shawndra; Rothschild, David
Article

Unraveling Multifaceted User Preferences on Digital Platforms: A Bayesian Deep-Learning Approach

Marketing Science
Yin, Minzhang; Cong, Ziwei; LIU, Jia
Article

2025 1

Segmenting Consumer Location-Product Preferences for Assortment Localization

Paper presented at 3rd Asia-Pacific Marketing Academy Annual Conference (APMA 2025)
LIU, Jia; SUNADA, Kohei; LI, Tao
Conference paper

2023 1

The Daily Me Versus the Daily Others: How Do Recommendation Algorithms Change User Interests? Evidence from a Knowledge-Sharing Platform

Journal of Marketing Research, v. 60, (4), p. 767-791
Liu, Jia; Cong, Ziwei
Article

2022 1

How do Variety-seeking Consumers Respond to Product Assortment Changes: Evidence from Vending Machines

Paper presented at ISMS Marketing Science Conference 2022
Ching, Andrew; Zhang, Yi; Kawaguchi, Kohei; Liu, Jia
Conference paper

2021 3

Content-Based Model of Web Search Behavior: An Application to TV Show Search

Management Science, v. 67, (10), p. 6378-6398
Liu, Jia; Toubia, Olivier; Hill, Shawndra
Article

Frontiers: Moment marketing: Measuring dynamics in cross-channel ad effectiveness

Marketing Science, v. 40, (1), p. 13-22
Liu, Jia; Hill, Shawndra
Article

Understanding Consumer Dynamic Decision Making Under Competing Loyalty Programs

Journal of Marketing Research, v. 57, (3), p. 422-444
Liu, Jia; Ansari, Asim
Article

2020 1

Search query formation by strategic consumers

Quantitative Marketing and Economics, v. 18, (2), p. 155-194
Liu, Jia; Toubia, Olivier
Article

2018 1

A semantic approach for estimating consumer content preferences from online search queries

Marketing Science, v. 37, (6), p. 930-952
Liu, Jia; Toubia, Olivier
Article

Article 3

A reporting checklist for large language models in behavioural science

Nature Human Behaviour
Feuerriegel, Stefan; Barrie, Christopher; Crockett, M. J.; Globig, Laura K.; McLoughlin, Killian L.; Mirea, Dan Mircea; Spirling, Arthur; Yang, Diyi; Althoff, Tim; Antoniak, Maria; Argyle, Lisa P.; Ashokkumar, Ashwini; Atari, Mohammad; Bailey, Hannah; Bauer, Kevin; Bhatt, Umang; Chai, Yidong; Chakraborty, Tanmoy; Chandra, Yanto; Chen, Huimin; Daumé, Hal; De Francisci Morales, Gianmarco; Dehghani, Morteza; Dillion, Danica; Eichstaedt, Johannes C.; Forster, Kerstin; Geissler, Dominique; Gray, Kurt; Griffiths, Thomas L.; Jochen, Hartmann; Hauser, Oliver P.; He, James K.; Hemrajani, Rahul; Holzmeister, Felix; Hwang, Angel Hsing Chi; Hu, Tiancheng; Ivanova, Anna A.; Köbis, Nils; Kyrychenko, Yara; Lakkaraju, Himabindu; Liu, Jia; Maarouf, Abdurahman; Maier, Sebastian; Meincke, Lennart; Mihalcea, Rada; Mittelstadt, Brent; Mohammad, Saif M.; Naaman, Mor; Netzer, Oded; Oh, Alice; Ong, Desmond C.; Pierri, Francesco; Plank, Barbara; Rahwan, Iyad; Rahwan, Talal; Rao, Pooja S.B.; Robertson, Claire E.; Rothschild, David M.; Salganik, Matthew J.; Schulz, Eric; Shah, Chirag; Shrestha, Yash Raj; Shutova, Ekaterina; Siegel, Alexandra A.; Simchon, Almog; Sun, Huan; Toetzke, Malte; Van Bavel, Jay J.; Vaccaro, Michelle; Wortman Vaughan, Jennifer; Vayena, Effy; Vaz-de-Melo, Pedro O.S.; Vecchione, Briana; Wang, Angelina; West, Robert; Willer, Robb; Wulff, Dirk U.; Zhang, Renwen; Zhang, Simone; Rathje, Steve; Horta Ribeiro, Manoel

Dynamic Effects of TV Ad Suspension on Keyword Search: Evidence from the U.S. Telecom Industry

Journal of Marketing, v. 90, (2), p. 73-95
Liu, Jia; Hill, Shawndra; Rothschild, David

Unraveling Multifaceted User Preferences on Digital Platforms: A Bayesian Deep-Learning Approach

Marketing Science
Yin, Minzhang; Cong, Ziwei; LIU, Jia

Conference paper 1

Segmenting Consumer Location-Product Preferences for Assortment Localization

Paper presented at 3rd Asia-Pacific Marketing Academy Annual Conference (APMA 2025)
LIU, Jia; SUNADA, Kohei; LI, Tao

Article 1

The Daily Me Versus the Daily Others: How Do Recommendation Algorithms Change User Interests? Evidence from a Knowledge-Sharing Platform

Journal of Marketing Research, v. 60, (4), p. 767-791
Liu, Jia; Cong, Ziwei

Conference paper 1

How do Variety-seeking Consumers Respond to Product Assortment Changes: Evidence from Vending Machines

Paper presented at ISMS Marketing Science Conference 2022
Ching, Andrew; Zhang, Yi; Kawaguchi, Kohei; Liu, Jia

Article 3

Content-Based Model of Web Search Behavior: An Application to TV Show Search

Management Science, v. 67, (10), p. 6378-6398
Liu, Jia; Toubia, Olivier; Hill, Shawndra

Frontiers: Moment marketing: Measuring dynamics in cross-channel ad effectiveness

Marketing Science, v. 40, (1), p. 13-22
Liu, Jia; Hill, Shawndra

Understanding Consumer Dynamic Decision Making Under Competing Loyalty Programs

Journal of Marketing Research, v. 57, (3), p. 422-444
Liu, Jia; Ansari, Asim

Article 1

Search query formation by strategic consumers

Quantitative Marketing and Economics, v. 18, (2), p. 155-194
Liu, Jia; Toubia, Olivier

Article 1

A semantic approach for estimating consumer content preferences from online search queries

Marketing Science, v. 37, (6), p. 930-952
Liu, Jia; Toubia, Olivier

2020 1

Search query formation by strategic consumers

Quantitative Marketing and Economics, v. 18, (2), p. 155-194
Liu, Jia; Toubia, Olivier
Article

2018 1

A semantic approach for estimating consumer content preferences from online search queries

Marketing Science, v. 37, (6), p. 930-952
Liu, Jia; Toubia, Olivier
Article

No Publications

Teaching Assignment

MARK3220	Marketing Research
MARK5530	Navigating Business Decisions with Data and Causality

MARK3220	Marketing Research
MARK5530	Navigating Business Decisions with Data and Causality

No Teaching Assignments

Research Postgraduate (RPG) Supervision

From January 2023 to December 2026 (As of 10 September 2026)

Current RPGs

Doctor of Philosophy

SUN, Xinyi
Marketing
WANG, Jiaxin
Industrial Engineering and Decision Analytics
HAN, Shijie
Industrial Engineering and Decision Analytics
LI, Yanjia
Industrial Engineering and Decision Analytics

Master of Philosophy

FANG, Jincheng
Marketing
LI, Tao
Marketing

Graduated RPGs

Master of Philosophy

JIA, Jinghao (co-supervision)
Individualized Interdisciplinary Program (Innovation, Policy and Entrepreneurship)( Completed in 2023 )

Projects

From January 2024 to December 2026

Marketing

市場營銷 Leading

National Natural Science Foundation of China
Project Team (HKUST)
LIU Jia (Lead)
2026 -
AIGC: Prompt Engineering for Content Marketing

AI生成內容：內容營銷的提示詞工程 Participating

RGC - General Research Fund
Project Team (HKUST)
WANG Wenbo (Lead)

LIU Jia
2026 -
Enhancing Hong Kong's Role in Sustainable Supply Chain Finance via Technology Transformation

通過技術轉型提升香港在可持續供應鏈金融中的的地位 Participating

RGC - Theme-based Research Scheme
Project Team (HKUST)
ZHANG Jiheng (Lead)

CHEN Kani

JIANG Jiashuo

JIANG Wei

LIU Jia

LIU Qian

LYU Guodong

QI Jin

QI Xiangtong

SHEN Yiwen

SO Richard Hau Yue

YOU Wei

ZHANG Xiaowei

ZHENG Shaohui
2025 -
Modeling the Evolvement of Multi-User Activities on Content Platforms for Data Visualization

建模內容平臺上用戶多行為的動態變化及數據可視化 Leading

RGC - General Research Fund
Project Team (HKUST)
LIU Jia (Lead)
2025 -
Search Data for Non-Compensatory Preference Measurements: Model and Experiments

用搜索數據測量消費者非補償性偏好：模型與實驗 Leading

RGC - General Research Fund
Project Team (HKUST)
LIU Jia (Lead)
2023 - 2026
Location-Based Market Structure: A Dynamic Analysis of Product Assortment and Consumer Purchase in Panel Data

基于位置的市場結構：動態分析平行數據中的商品集合和消費者購買行為 Leading

RGC - General Research Fund
Project Team (HKUST)
LIU Jia (Lead)

KAWAGUCHI Kohei
2022 - 2024

Your browser is out of date!

Update your browser to view this website correctly. Update your browser now