Faculty Profiles

Colleges and Departments

Dr. Yuli Liang

  • Assistant Professor - School of Family & Consumer Sciences
Portrait of Dr. Yuli Liang

Teaching Interests

Research Interests

  • Liang, Yuli (Principal), Hustvedt, Gwendolyn (Co-Principal), Joyner Martinez, Cosette Marie (Co-Principal). Technology and Leadership Education Network for Texas Students, USDA NIFA, Federal, $50000. (Funded: September 1, 2024 - August 31, 2026). Grant.
  • Joyner Martinez, C. M. (Principal), Liang, Y. (Co-Principal), Hustvedt, G. (Co-Principal), Underhill, B. (Co-Principal). Creating opportunities for undergraduates to participate in research (COUTURE): Continuing an undergraduate research learning community in fashion merchandising program undergraduate research learning communities grant, College of Applied Arts, Texas State University, $7000. (Funded: August 2024 - August 2025). Grant.
  • Liang, Yuli (Principal), Hustvedt, Gwendolyn (Co-Principal). FCS: Using Technology for Underserved Rural Entrepreneurs (FUTURE), Research Enhancement Program, Texas State University, $15996. (Submitted: October 7, 2022, Funded: January 17, 2023 - December 31, 2024). Grant.
  • Liang, Yuli (Principal), Joyner Martinez, Cosette Marie (Co-Principal), Hustvedt, Gwendolyn (Co-Principal), Underhill, Barry Alan (Co-Principal). Create Opportunities for Undergraduates to Participate in Research: Initiating an Undergraduate Research Learning Community in Fashion Merchandising Program, College of Applied Arts, Texas State University, $6000. (Funded: September 1, 2023 - May 31, 2024). Grant.
  • Liang, Yuli (Principal). Create Opportunities for Undergraduates to Participate in Research: Initiating an Undergraduate Research Learning Community in Fashion Merchandising Program, College of Applied Arts, Texas State University, $6000. (Funded: September 1, 2022 - May 31, 2023). Grant.
  • Kiper, E., & Liang, Y. (2025). Do AI-generated fashion ads work as effectively as real fashion ads? An eye-tracking comparison of consumers’ visual attention. Journal of Global Fashion Marketing. https://doi.org/10.1080/20932685.2025.2548548
  • Liang, Y., & Lee, S.-H. (2024). An eye-tracking study: Do consumers’ gender, ethnicity, and fashion interest affect their visual attention to fashion models in advertisements? International Journal of Fashion Design, Technology and Education, 1–12. https://doi.org/10.1080/17543266.2024.2409082
  • Hustvedt, G., & Liang, Y. (2022). The decision to sew: Making face masks during the COVID-19 Pandemic. International Journal of Fashion Design, Technology and Education, 15(3), 287–296. https://doi.org/10.1080/17543266.2022.2043944
  • Liang, Y., Lee, S.-H., & Workman, J. E. (2021). How do consumers perceive mobile self-checkout in fashion retail stores? International Journal of Retail & Distribution Management, 50(6), 677–691. https://doi.org/10.1108/ijrdm-08-2020-0299
  • Lee, S.-H., Liang, Y., & Qin, J. (2021). [Review of Can consumers’ visual attention be predictable? A saliency modeling-based approach on fashion advertisements, by Y. Chen & A. Mahdi]. International Journal of Fashion Design, Technology and Education, 14(3), 253–262. https://doi.org/10.1080/17543266.2021.1925354
View all scholarly/creative works
  • Award / Honor Recipient: ITAA Paper of Distinction Award in the Design/Product Development track, International Textiles and Apparel Association. 2021
  • Award / Honor Recipient: ACRA Best Track Paper Award in Fashion Clothing Consumer and Behavior track, American Collegiate Retailing Association. March 4, 2022
  • Award / Honor Recipient: International Textile and Apparel Association Best Paper Award: Doctoral level 2nd place, International Textiles and Apparel Association. November 18, 2017
  1. Other

    Special Issue “Sustainable Marketing and Consumer Management,” Sustainability

  2. Reviewer / Referee

    Marketing Intelligence and Planning

  3. Co-Chair

    International Textiles and Apparel Association - Sustainability/Social Responsibility track

  4. Reviewer / Referee

    BMC Psychology

  5. Reviewer / Referee

    Fashion Practice

  6. Member

    International Textiles and Apparel Association - Student Best Paper Awards Committee

  7. View all activities