Rain Wuyu Liu

Assistant Professor

University of Arizona

United States

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Rain Wuyu Liu is an Assistant Professor at the University of Arizona, USA. His research primarily focuses on social norms and culture, including the effects of injunctive norms, normative social behavior, and their implications in diverse contexts such as environmental sustainability and health behaviors. Recent articles authored by Dr. Liu examine the effectiveness of social norm appeals in promoting various behaviors, including COVID-19 prevention and reusable bag usage among shoppers.

Articles (8)

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2025

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2025

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2025

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2024

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2024

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2023

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2022

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2021

Collaborators (2)

Alice Fanari

Assistant Professor

University of Oklahoma

UNITED STATES

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Juliana L. Barbati

UNITED STATES

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Rain Wuyu Liu

Research Interests

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Articles (8)

Social norms and culture: Theorizing and testing the effects of injunctive norms appeals

Bagging a Greener Future: Social Norms Appeals and Financial Incentives in Promoting Reusable Bags Among Grocery Shoppers

Examining anti-littering intentions in Ghana through the theory of normative social behavior and the influence of dynamic norms

Cultural influences on the effects of social norm appeals

Modeling the Relationship Between Perceived Descriptive Norms and Willingness to Practice COVID-19 Preventative Behaviors: A Test of the Mediation and Moderation Mechanisms in the Theory of Normative Social Behavior

The Effectiveness of Social Norm Appeals on Promoting COVID-19 Prevention Behaviors: A Multistudy Examination

The Suasory Force of Sticky Messages: A Replication and Extension

Homesick or Sick-of-Home? Examining the Effects of Self-Disclosure on Students’ Reverse Culture Shock after Studying Abroad: A Mixed-Method Study

Collaborators (2)

Alice Fanari

Juliana L. Barbati

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