Dr Yu-Lun Liu holds a PhD in Business and Management (Alliance Manchester Business School, University of Manchester; 2015), and an MBA in Commerce Automation and Management (National Taipei University of Technology; 2008). He joined Kent Business School in 2017 as a Lecturer in Marketing. Prior to joining the KBS, he was a lecturer in Business Analytics at Coventry Business School (Coventry University). He also obtained years industrial experience in an IT company as a software engineer.
Research InterestsIndividual differences, consumer behaviour, online recruitment and advertising.
Applying quantitative data analysis methods enables him to do inter-discipline studies. He has works published in the Journal of Social Behavior and Personality, Management Decision, Personnel Review, and International Journal of Human Resources Management.
Yu-Lun acts as a reviewer for British Journal of Management, International Journal of Human Resource Management, Basic and Applied Social Psychology, Journal of Global Scholars of Marketing Science, and Journal of Consumer Behavior.
- Applied Marketing Analytics
- Quantitative Analysis for Business and Management
- Consumer Behaviour
- Business Process Integration
Research interest: Online Consumer Behaviour, Individual Differences, and Advertising and Marketing Analytics. Applications for supervising projects on these areas are welcome.
- Ariya Nithikulsak: From product-centric to customer-centric: An e-transition competence model for Small and Medium-sized Enterprises (SMEs)
Also view these in the Kent Academic Repository
Liu, Y. (2019). Do green practices really attract customers? The sharing economy from the sustainable supply chain management perspective. Resources, Conservation and Recycling [Online] 149:177-187. Available at: https://doi.org/10.1016/j.resconrec.2019.05.042.The notion of the sharing economy has been introduced in many sectors and provided significant benefits to consumers and asset owners. Despite the remarkable improvement of the sharing economy in recent years, its relationship with sustainability remains insufficiently researched. This study adopts a sustainable supply chain management (SSCM) perspective. A large-scale survey with 420 participants showed that investment recovery (IR) practices and corporate social responsibility (CSR) conducted by sharing economy platforms significantly and positively affect customers' intention to use sharing economy-based services/products, whereas internal green management (IGM), supplier green management (SGM), eco-design (ECD) and customer green management (CGM) practices do not. A follow-up qualitative study with ten participants provided further explanations and supported the findings of the survey. This study links the sharing economy and sustainability by testing the effectiveness of sharing economy platforms' sustainable practices and proposes the best practices for sharing economy platforms to maintain a long-term sustainable marketplace.
Liu, Y., Keeling, K. and Papamichail, K. (2018). Maximising the credibility of realistic job preview messages: the effect of jobseekers' decision-making style on recruitment information credibility. International Journal of Human Resource Management [Online] 29:1330-1364. Available at: https://dx.doi.org/10.1080/09585192.2016.1203347.Recruiting the right talent is crucial, particularly in sectors, such as the retail industry, with a high turnover and low commitment levels. In today's job marketplace, jobseekers receive recruitment messages from various sources. Recruiters are increasingly concerned about the effectiveness of their job recruitment messages. Previous research has indicated that recruitment information credibility is critical to mediating a jobseeker's willingness to join an organisation. However, research on how to maximise the credibility of job recruitment messages has not led to conclusive results. Taking an individual differences perspective, this research presents two scenario-based experiments to explore how retail-trade jobseekers respond differently to experience-based information that is provided by a company-controlled source depending on their decision-making style. Study 1 (746 participants) shows that when the message is presented in the employee's tone (staff word-of-mouth, SWOM-formed) and contains employee descriptions and opinions, satisficers perceive the message to be more credible. Maximisers, on the other hand, are less likely to be affected by how the message is formed. Study 2 (351 participants) reveals that the joint effect of job-type and the provider's background information moderated satisficer-style but not maximiser-style jobseekers' perceptions of credibility. While satisficers are more likely to perceive an employee's tone (SWOM-formed) message as credible when the message presents a match between the background of the employee and the job type under consideration, maximisers are not affected by this joint effect. The study has theoretical implications that explain the divergent results in the existing recruitment-message studies and has practical implications for recruiters who are seeking to maximise their candidate pool and increase the credibility of their recruitment messages.
Liu, Y., Karimi, S. and Yuen, T. (2018). Support your country and buy Chinese brands – would Chinese consumers buy it?. Journal of Marketing Communications [Online]. Available at: https://doi.org/10.1080/13527266.2018.1466824.This study explores the impact of advertising messages that contain national identity content on Chinese consumers' purchase intention and actual purchase. A scenario-based experiment (n = 357) and an open-ended qualitative survey (n = 26) illustrated that Chinese consumers' brand attitude and purchase intentions are positively influenced by national identity. Nevertheless, the findings suggest that such an advertising strategy is not sufficient for increasing actual product sales when employed on its own. The impact of these advertisements on actual purchase is affected and moderated by utilitarian and hedonic values.
Liu, Y., Keeling, K. and Papamichail, K. (2016). An exploratory study of jobseekers' decision-making style, recruitment information source and organisational attractiveness. Personnel Review [Online] 45:1403-1427. Available at: https://dx.doi.org/10.1108/PR-11-2014-0250.The purpose of this paper is to investigate the consequences of jobseeker decision-making style on information search behaviour, information evaluation and perceptions of organisational attractiveness (OA). In this study, the authors assess whether, when presented with a realistic job information searching scenario of receiving basic job information from a typical formal short job advertisement, maximisers and satisficers differ on need for further information and evaluation of further information from informal information sources in relation to valence and tie strength. Design/methodology/approach: A scenario-based experiment was conducted on 280 participants from the USA, with work experience in retail, using Amazon Mechanical Turk. Findings: The results show that, compared to satisficers, significantly more maximisers chose to search for further information about the company/vacancy after receiving a typical short advertisement message. Furthermore, the results highlight the moderating effects of decision-making style (maximiser vs satisficer), tie strength (strong-tie vs weak-tie provider) and message valence (positive vs negative) on jobseekers' perceived OA. Practical implications: Companies seeking to increase their candidate pool should consider accommodating the different decision-making styles of jobseekers by carefully designing the content of recruitment information and utilising recruitment information sources. Although conducted in just one sector, the ubiquity of the maximiser/satisficer decision-making style implies further research to assess the implications for other sectors. Originality/value: Research on decision-making style in recruitment is relatively limited. This study demonstrates the differences between maximisers and satisficers in terms of job-related information needs, and the evaluation of the source/content, when searching for a retail trade job.
Liu, Y., Keeling, K. and Papamichail, K. (2015). Should retail trade companies avoid recruiting maximisers?. Management Decision [Online] 53:730-750. Available at: https://dx.doi.org/10.1108/MD-06-2014-0402.The purpose of this paper is to investigate differences in characteristics, job outcome experiences and attitudes of maximiser and satisficer decision-making style groups working in the retail trade. Design/methodology/approach - A survey of 140 participants who have accepted a job offer in the retail trade in the past six months in the USA was conducted on Amazon Mechanical Turk. The survey examined participants' opinions and attitudes towards their present job and established which job information source(s) they had used to search for retail trade job-related information. Findings - The results show that compared to satisficers, maximisers exert more effort when searching job information, have higher uncertainty avoidance and need for cognition, and experience more post-decisional regret. In this sample, any significant differences between maximisers and satisficers in relation to job satisfaction, company commitment, and intention to quit their present job are restricted to certain groups. For recruitment information sources, while satisficers rely on their families and friends for information, maximisers are more likely to obtain job-related information from other sources such as online discussion forums. Practical implications - Even though some studies suggest that maximisers are unhappy with their choices, this research recommends that retail trade companies should not exclude maximisers from their recruitment pools. Retailers should enhance their candidate pools with both maximisers and satisficers by managing different recruitment information sources. Originality/value - Research of decision-making style in recruitment is relatively limited. This research illustrates the differences of attitudes between maximisers and satisficers towards their present retail job, and also demonstrates the preferences of maximisers and satisficers in recruitment information sources.
Liu, Y. and Keng, C. (2014). Cognitive dissonance, social comparison, and disseminating untruthful or negative truthful eWOM messages. Social Behavior and Personality: an international journal [Online] 42:979-995. Available at: https://dx.doi.org/10.2224/sbp.2014.42.6.979.In this research we explored consumers' intentions to provide untruthful or negative truthful electronic word-of-mouth (eWOM) messages when undergoing conflicting cognitive dissonance and after experiencing social comparison. We recruited 480 Taiwanese Internet users to participate in a scenario-based experiment. The findings show that after making downward comparisons on the Internet, consumers with high cognitive dissonance were more inclined to disseminate negative truthful eWOM messages compared to consumers with low cognitive dissonance. After making upward comparisons, it was found that consumers with high cognitive dissonance were more likely to make untruthful eWOM statements compared to those with low cognitive dissonance. It is recommended that marketers monitor eWOM in an effort to reduce the incidence of consumers' negative truthful and untruthful eWOM messages.
Conference or workshop item
Karimi, S. and Liu, Y. (2017). The Impact of Consumer Mood on Use of Mobile Payment. In Association for Consumer Research. In: ACR Latin America Conference 2017.
Tang, Z. and Liu, Y. (2015). Does Co-Creation Have A Moderating Effect on the Relationship Between Consumer Involvement and Brand Attitude?. In: 4th European Business Research Conference. Available at: https://wbiworldconpro.com/uploads/london-conference-2015/marketing/1427613578.pdf.Researchers and practitioners have noticed that the concept of co-creation with customers has become a new trend for companies to extend their long-term competitive strategy amongst fierce competition. Prahalad and Ramaswamy (2004) defined co-creation as a 'joint creation of value' involving the participation of the organisation and customers. As one of the world's leading and innovative sports footwear designers, Nike has long been aware of the importance of being open to customer input and taking action. This iconic brand has built a platform (NikeiD.com) where the products can be generated 'from an act of co-creation' (Sherry, 1998). NikeiD is an online customisation programme, which enables customers to design their Nike products according to their specific demands. However, whether this type of co-creation could enhance customers' positive brand attitude has not been fully explored. This paper aims to examine whether the Nike co-creation programme can evidently enhance customers' brand favourability and purchase intention. An online questionnaire survey was conducted. 200 U.S responses were recruited through Amazon Mechanical Turk. The research results suggest that sports brand companies could increase brand affiliation by providing co-creative value experience with customers; however, this only happens when the customers were highly involved in the brand. Based on the findings, an adjusted conceptual model is established, which explains the relationships through regression analysis. A follow-up focus group study was employed to confirm the model after the experiment. The findings of the present research contribute to both theoretical and business practice. Key
Tang, Z. and Liu, Y. (2015). An exploratory study of the moderating effect of co-creation between consumer involvement and brand attitude on consumer buying intention,. In: Interdisciplinary Business & Economics Research Conference,. Available at: http://sibresearch.org/uploads/3/4/0/9/34097180/sibr2015osaka_prog_vf.pdf.
Liu, Y., Keeling, K. and Papamichail, K. (2014). Should retail trade companies avoid recruiting maximisers?. In: Interdisciplinary Business & Economics Research Conference. Available at: http://sibresearch.org/uploads/3/4/0/9/34097180/sibr_2014hk_prog_final.pdf.Purpose – The purpose of this paper is to investigate differences in characteristics, job outcome experiences and attitudes of maximiser and satisficer decision-making style groups working in the retail trade. Design/methodology/approach – A survey of 140 participants who have accepted a job offer in the retail trade in the past six months in the USA was conducted on Amazon Mechanical Turk. The survey examined participants' opinions and attitudes towards their present job and established which job information source(s) they had used to search for retail trade job-related information. Findings – The results show that compared to satisficers, maximisers exert more effort when searching job information, have higher uncertainty avoidance and need for cognition, and experience more post-decisional regret. In this sample, any significant differences between maximisers and satisficers in relation to job satisfaction, company commitment, and intention to quit their present job are restricted to certain groups. For recruitment information sources, while satisficers rely on their families and friends for information, maximisers are more likely to obtain job-related information from other sources such as online discussion forums. Practical implications – Even though some studies suggest that maximisers are unhappy with their choices, this research recommends that retail trade companies should not exclude maximisers from their recruitment pools. Retailers should enhance their candidate pools with both maximisers and satisficers by managing different recruitment information sources. Originality/value – Research of decision-making style in recruitment is relatively limited. This research illustrates the differences of attitudes between maximisers and satisficers towards their present retail job, and also demonstrates the preferences of maximisers and satisficers in recruitment information sources.
Liu, Y., Keeling, K. and Papamichail, N. (2014). Satisfying maximisers' and satisficers' information needs through the design of advertisements in the retail trade. In: 26th International Business Research Conference at the Imperial College London. Available at: https://studylib.net/doc/13326408/proceedings-of-26th-international-business-research-confe. .Recruiting the right talent is a crucial issue for organizations (Ulrich,2008), especially in the retail industry, where staff turnover is relatively high as employees have a low income and long work hours (Rhoads et al., 2002). Researchers (e.g. Simons,1955) identify two types of decision - making styles 'Maximizers' and 'Satisficers'. Maximizers prefer to research a subject as much as possible, and expect to make the best possible choice. By contrast, Satisficers do not spend much time in searching; they prefer to settle for a 'good enough' decision. Although research has demonstrated that Maximizers and Satisficers have difference in their preferences during the decision - making process, no research so far has examined how organizations can satisfy both Maximizers' and Satisficers' information needs, and attract them to join an application pool by using controllable recruitment information sources (e.g. advertisements). The present study aims to explore what information should be provided by organizations to jobseekers, in order to best satisfy their information needs . Two scenario - based experiments were employed. Study 1 revealed that a positive advertisement message containing more details of work conditions can significantly increase both Maximizers' and Satisficers' intentions regarding joining the company. However , the longer version of the advertisement message was not able to prevent approximately 50% of the Maximizers looking for further position - related information. In Study 2, Staff Word – of - Mouth (SWOM) messages were provided. In these, the advertisement contained more 'soft' information, such as employees' personal work experience. The results show that positive messages with details of hard information plus positive AND negative SWOM messages can more effectively satisfy a greater number of information needs for Maximizers. The findings provide useful insight for companies that seek to attract jobseekers with different decision – making styles.