Research

Research Interests

My research investigates how digital transformation reshapes service experiences and consumer well-being. I pursue three interconnected streams:

Healthcare Services: Health adherence, healthcare policy, and health management interventions
AI in Services: Human-AI interaction, AI disclosure, algorithmic transparency, and consumer trust
Platform-based Services: Digital health platforms, telemedicine, physician multihoming, and platform governance

I employ diverse methodologies including laboratory and field experiments, econometric modeling (DID, causal ML), meta-analysis, and text mining.

^{† denotes co-first author}

Liao, J., Zhou, S., & Kang, Q. (2026). Externalizing the mental struggle: How anthropomorphism enhances health engagement via emotional detachment and self-efficacy. Psychology & Marketing. https://doi.org/10.1002/mar.70155
Liao, J., Huang, J., & Su, L. (2022). When and how virus anthropomorphism intensifies consumer stigma toward patients. Advances in Consumer Research, 50, 78-78. https://www.proquest.com/conference-papers-proceedings/when-how-virus-anthropomorphism-intensifies/docview/3090690904/se-2
Shen, M., Liao, J., & Wang, H. (2024). Analysis of consumer medication adherence: Based on two-stage theoretical model. Advances in Psychological Science, 32(5), 859. https://doi.org/10.3724/SP.J.1042.2024.00859

Liao, J., & Huang, J. (2024). Think like a robot: How interactions with humanoid service robots affect consumers’ decision strategies. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2023.103575
Huang, J., & Liao, J.^† (2026). The more, the worse? Exploring the negative influence of robot replicates on human-robot rapport in the tourism and hospitality sector. Journal of Hospitality Marketing & Management. https://doi.org/10.1080/19368623.2026.2613799
Lv, L., Liang, Y., Chen, S., Liu, G. G., & Liao, J. (2025). Good deeds deserve good outcomes: Leveraging generative artificial intelligence to reduce tourists’ avoidance of ethical brands embracing stigmatized groups. Annals of Tourism Research. https://doi.org/10.1016/j.annals.2024.103889
Lv, L., Zhang, Y., Liao, J., Chen, J., & Dai, G. (2026). How personalized recommendations influence customers’ sustainable hotels booking: The role of environmental identity label perception. International Journal of Hospitality Management, 137, 104701. https://doi.org/10.1016/j.ijhm.2026.104701

Tao, J., Liu, G. G., Yu, J., & Liao, J. (2026). From “Sacred Spaces” to “Selfie Spots”: How social media sharing motivations transform tourist-destination relationships. Journal of Sustainable Tourism. https://doi.org/10.1080/09669582.2026.2637461

Working papers in progress — see “Papers Under Revision and Review” and “Working Papers” below.

Huang, J., Liao, J.^†, & Xia, C. (2026). How guilt influences consumer response to anthropomorphized brands taking the servant (vs. partner) role. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-05-2024-5152
Cheng, L., Zhang, J., Liao, J., Peng, F., & Wang, X. (2025). Dehumanization and aggression: A meta-analysis. Aggression and Violent Behavior, 102079. https://doi.org/10.1016/j.avb.2025.102079
Rahim, A., Wang, H., Liao, J., & Khan, S. (2023). Does dignity matter? A study of donors’ behavior. Current Psychology, 42(16), 13220-13227. https://doi.org/10.1007/s12144-022-02768-x

^{† denotes co-first author}

Liao, J., Liu, C., Ni, J., & Wang, H. The paradox of access: How increased generic drug availability affects patient adherence. Journal of Marketing Research.
Shen, M., Liao, J.^†, & Song, Y. The power of tolerance for contradiction: Improving consumer health adherence through perceived information diagnosticity. European Journal of Marketing.
Liao, J., Liang, Y., Lin, Y., & Lv, L. Overcoming uniqueness neglect: How AI disclosure structure shapes service evaluation. Journal of Service Research.
Xie, H., & Liao, J. How hierarchical team appointments reshape patient flow and healthcare resource utilization. Production and Operations Management.
Zhou, S., Kang, Q., & Liao, J. Taking selfies increases preference for self-improvement products: The role of self-focused attention. Psychology & Marketing.

^{Lead projects only}

Liao, J., Zhang, L., & Chen, H. Family identity salience increases consumers’ self-care behavior. Target: Journal of Consumer Psychology.
Liao, J., Klein, J. F., Falk, T., Sundqvist, S., & Paasonen, P. Advice adherence in professional services: A meta-analysis. Target: Journal of Service Research.
Liao, J., & Xie, H. How the drug shadow market impacts patient welfare: Evidence from a policy shock of 4+7 Centralized Procurement in China. Target: Management Science.
Huang, S., Liao, J.^†, & Zhang, Y. Physician multihoming and healthcare resource allocation: An analytical model with causal evidence. Target: Information Systems Research.

Period	Funder	Amount	Project
2023–25	Jenny and Antti Wihuri Foundation	€60,000	Marketing and Health Adherence
2022–25	Marcus Wallenberg Foundation	€37,000	Consumer Well-being in Healthcare
2021–25	HSE Support Foundation	€40,000+	Doctoral Research on Healthcare Marketing
2024	Paulo Foundation	€8,000	Research Visit to Virginia Tech
2022 & 2024	Matti Lehti Fund	€6,000	AI in Consumer Behavior
2022 & 2023	Foundation for Economic Education	€3,600	Dialectical Thinking Research

Total External Funding (as PI): €154,600+