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2022-10-18 (4)

Dr. Yuping Liu-Thompkins – Personalize Loyalty Program Communication by Leveraging Goal Psychology

Yuping Liu-Thompkins is Professor of Marketing and Director of Loyalty Science Lab in the Strome College of Business at Old Dominion University. Dr. Liu-Thompkins is an expert on building customer loyalty and habit through effective marketing programs. She specializes in combining customer data with consumer psychology to derive useful customer insights and actionable marketing strategies.

Through collaboration with national and international companies in travel, retail, financial, and other industries, Dr. Liu-Thompkins has studied extensively the design and effectiveness of a loyalty program as a tool for customer retention, cross-selling, and customer growth. With a personal passion for technology, Dr. Liu-Thompkins is also known for her expertise in digital marketing, especially the use of social media for branding and customer engagement purposes.

Dr. Liu-Thompkins has published her research in top marketing journals such as Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Interactive Marketing, and Journal of Advertising. She has made media appearances in New York Times, Washington Post, NPR’s Marketplace and With Good Reason programs, and various podcasts.

At the 2022 ALA Annual International Loyalty Conference, Dr. Liu-Thompkins presented on how to ‘Personalize Loyalty Program Communication by Leveraging Goal Psychology’. Stream the recording of her presentation now.

More information about Dr. Liu-Thompkins’ work can be found at

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