Scott S.  Liu

Scott S. Liu

Scott S. Liu
Associate Professor


Office: CIS 3089
Phone: 813/974-2591



Dr. Scott S. Liu, Associate Professor, earned his B.A. in Foreign Language and Literature from Tunghai University (Taiwan), M.A. in Journalism from the University of Wisconsin at Madison, and Ph.D. in Advertising from the University of Texas at Austin. Prior to joining USF, he taught at University of Texas at Austin (1986-87) and Louisiana State University (1989-92). He also served as a visiting professor at National Chengchi University in Taiwan (1994-95) and Disney/ABC in New York (1996). His research, with an emphasis on the psychological processes and effects of marketing communications, has been published in Journal of Advertising, Journal of Advertising Research, Journalism and Mass Communications Quarterly, International Communication Bulletin, Psychology and Marketing, Journal of Current Issues and Research in Advertising, among others. He serves on the editorial boards of Journal of Current Issues and Research in Advertising and International Journal of Strategic Communication. He has advised and assisted dozens of multinational corporations and advertising agencies in their development of international marketing and advertising campaign strategies.


B.A., English, Tunghai University, Taiwan; M.A., Journalism, University of Wisconsin at Madison; Ph.D., Advertising, University of Texas at Austin

Professional Experience

Two years advertising/marketing management; one year public information campaign management


USF since 1993; four years at other universities

Specialty Area

Psychology of advertising, advertising media planning, international advertising and advertising research methodology